Did you know, addressing a mailer to someone by their first name increases the chance of viewing by 55-60%. Why?
The truth is that we’re genetically prone to increased awareness to topics that interest us. We scan and are exposed to thousands of information pieces on a daily basis. Apart from the obvious including advertising and emails, we’re exposed to personal messaging and subtle (and sometimes not so subtle) suggestions from our partners and colleagues. Not only are we exposed to these information pieces but we’re constantly striving to get the attention of those around us in all contexts. So in a world of ever increasing information, the question is how do we get airtime?
Make it personal.
In the process of scanning information, our brains naturally sort information into clusters making instantaneous decisions on what’s important or not.
Consider the following context; you receive an invitation to a work event that you don’t really want to attend. It’s the launch of an internal product and you know you need to collect the kids from swimming and it’s been months since you’ve had a beer with your best mate, never mind had a date with your partner.
In the first instance you receive an invitation where you are BCC’d in the mailer and it’s a general mailer. In the second instance you receive an invitation where the mail and invitation contains your first name. The second is more difficult to turn down because of two reasons; it’s personal and secondly, whether we might admit it or not, we all want to be acknowledged and feel important.
Given the example what would you change in your forthcoming communications especially in a professional context (one would hope your partner generally addresses you by your first name).
Don’t take my word for it; try it out John (insert name here).
Until next time…