While trying to start my car the other day, I heard that terrible clicking sound that you hear when the key doesn’t do what it is supposed to. I also felt that instant of internal disappointment, knowing that something I trusted had suddenly let me down. A few more times turning the key didn’t change things; the battery was dead. (The next sound I heard was the clinking of money ringing in my ears). I was going to have to find another way to get to work.
Then it hit me: the dead battery was a lot like some email marketing campaigns I’ve seen. You know when you see a brilliant subject line from a trusted sender, you open the email, and are disappointed by the content? It turns out not to be the insightful and enjoyable read you thought you were getting, but instead just another lame pitch. Don’t be the dead battery in your reader’s inbox.