Leigh Thomas Brown shows how to boost email response rates by customizing subject lines with local references. He uses examples like mentioning the Cheerwine Festival for Salisbury, North Carolina recipients and Kansas City barbecue for Midwestern audiences to make outreach feel personal.
when you call the people on your phone, there's already an opportunity right there. Same thing with your emails. Don't put a subject line in that sounds like everybody else. I am in Concord, North Carolina. The next big city north of here is Salisbury, North Carolina. And if you know Salisbury, then you know that it is not just the center of Rowan County, it is the home of Cheerwine. So if you send out an email that references the Cheerwine Festival, you will have great accolades from the people in this area. Now, if you are from Kansas City, Missouri, you're probably thinking, Leigh Thomas Brown, nobody here has heard of Chihuahuan. Exactly. So you can talk about your version of barbecue, which is not real barbecue, but your people think it is. And so talk to your people, talk to your area, talk to your expertise. That's what gets people to read your emails and respond.
