It goes something like this:

Client makes appointment.

You get excited.

Client is a no-show.

You go ballistic.  (OK – maybe not ballistic, but you get the idea.)

Some people DO go ballistic though.  Case in point:

A former partner of one of my subscribers once got so furious at a no-show that he tracked him down… at the racetrack!  I kid you not.  He tore into him about his lack of common courtesy and the blatant disregard for his time, etc.  I believe he even threatened him with physical violence.  It was NOT a pretty sight.  The no-show was so stunned, he just stood there silently.  The lawyer threw in a few parting comments and then stormed away.  It did not come to blows though.  Thankfully.

But what’s even funnier — or crazier — is that the no-show ended up becoming the ballistic lawyer’s client!  He said that if the lawyer fought this hard to make him a client, then he would surely fight just as hard to defend his case.

Whaaaaat?!!  Yes, I know… crazy, but true.

So, the moral of the story…

No!!!  …

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One of the best ways to explain something is by using an example, correct?

Well, I just did… and… clearly it worked.

Let me explain:  According to Experian, using the word “exclusive” in your email subject line will boost your open rate by 14%.  Simply by adding that one magical word.

That’s a nifty little tidbit, wouldn’t you say?

Now there may have been several reasons why you opened my email in the first place, but including the word “exclusive” in the subject line certainly didn’t hurt.  In fact, it improved the chances of you opening my email and reading my message significantly.

So, the takeaway here is to figure out how you can strategically use the word “exclusive” in your future subject lines to boost your open rate.  You can consider using it on clients, referral sources, business partners, etc.  And if you have a way to split-test your email to see firsthand how it performs, I’m sure you’ll be pleased with the results.

It’ll be our little secret.  :)

Like anything else, you have to be wary of overuse.  After a while, if the same audience receives the same type of “exclusive” subject line, it won’t pack the same punch.  So…

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