Value the long-term relationship
We are encouraged to be storytellers – entertaining, informing and piquing interest to uncover new facts, all with the goal to ensure the person continues to read and respond. Ask yourself – does the content keep the conversation going, and plant the seed for next idea?
Or does your subject line mislead your reader. For example, look no further than an email sent on behalf of the Republican nominee for the 2012 presidential election. The subject line simply stated “My Vice President,” and was sent around the expected time that the choice of running mate would be announced.
However, instead of revealing the VP choice, the Romney campaign asked its email subscribers to donate to the campaign. Again, this was a shortsighted strategy to raise open rates in the hope of increasing campaign donations.
Empathize with the person
Be mindful of the reader’s situation and current state. “Effective engagement is inspired by the empathy that develops simply by being human.” – Brian Solis
Clear the way
Connection – Share something that demonstrates the relationship you have with the person
Credibility – Be truthful and back up your thoughts wit appropriate links or valid reasons why you believe "X"..
Paying attention to your friends needs instead of attempting focus on yourself, will pay off in the long run. You’ll encourage the engagement you deserve, “simply by being human.”