I subscribe to the ClickZ Email Marketing Newsletter, and generally look forward to digesting some new thinking when it arrives. As is often the case with content, it can be a bit tired and re-hashed on occasion (at least for someone who's been in the email space for a while now). This past Monday, at 10:30 am, I received my latest ClickZ issue and I have to say it was just flat out cool. Here's how it went down and follow how I, a guy with an inbox like you, interacted and connected with a little email marketing. In other words, how they got me. 

Sender: ClickZ Experts
Subject Line: E-Mail Marketing: Jeanniey Mullen says: READ This Column and Get a Free Magazine 

Ok, need I say more? Do this and get this. How interesting to put a clear and motivating call-to-action... in the subject line! All too often we tease, create a headline, design beautiful graphics, write interesting copy and then get our audience to take action from top down, left to right.

Lead-in copy: If you're reading this column, my point is already made. The sender name and subject line are, unequivocally, the most important elements of your e-mail campaigns, today, tomorrow, and moving into the mobile future. It's kind of crazy when you think about it; one small name and an accompanying phrase can actually impact an entire effort or campaign.

The article continues and of course, I continue reading. (she told me too remember?) I was hooked. I NEEDED to read it. By the time I got to the end, the content was so satisfying, guess what? I forgot that I was entitled to a free magazine. I actually left my inbox and came back to it hours later, recalling to myself, "Wait - my free magazine!"

My take-aways and your FREE magazine: I'll summarize my thoughts here, but I think you should read the article in its entirety (and get your own free magazine - I'll show you how in a moment.)

• Sender and subject line = an opportunity.
  Rethink it. Toy with a call-to-action that is so compelling, folks have to take a look.
  
• Everyone is busy.
  We scan email. You're competing with every other email marketer. Experiment. Do something different.
  
• Be careful of personalization.
  This one was funny. Jeanniey recommends NOT personalizing the subject line with first name. It's so yesterday she says (I agree) and nothing screams marketing message more. To prove her point, she asks, would your mom ever e-mail you with a subject line of "Jeanniey, I have good news"?
  
• Stay away from tricky.
  Being creative is cool if you're trying to win an award. But award winning doesn't always garnish new customers. For example she says, to stay away from "Bag it up this Halloween" and move toward "Halloween Bags for Sale: Limited time." Get to the point. Tell what's inside, don't try and sell what's inside.
  

Genius marketing.
A marketer at heart, what was most impressive was how well this was thought all the way through. You see, in addition to getting my attention in my ever crowded inbox, providing relavant and engaging content, and moving me to take action I read it, blogged about it, thanked Jeanniey, got my free magazine, and even encouraged you to do the same!), they did all of this to ultimately help promote a company that Jeanniey works for. Jeanniey works for digital magazine publisher Zinio (which by the way is pretty cool). In the end, you're taken to create an account to get your free magazine. You're then introduced to their entire library, the concept of subscribing and reading your magazines online digitally and no doubt they've got me as a customer (and at the very least I am on their email list). Genius.  

Your FREE magazine. 
For the original email article and a link to get your free magazine, click here.  (I went with Men's Journal - and yes - it is absolutely free).

To successful email marketing...