How to get your emails opened

Ask Score is a new feature that we are doing in conjuction with Crain’s Chicago Business.  See first blog posting below.
Posted by Ann D. at 7/22/2009 10:01 AM CDT
We’ve invited SCORE Chicago, the small business counseling and advocacy group, to answer Enterprise City readers’ questions on all aspects of running a small business. Starting this week and continuing every Wednesday, we’ll publish SCORE Chicago’s advice on issues that matter to you.

If you have a question or problem that you’d like to run past SCORE Chicago’s counseling team, send an e-mail to  Be sure put “Ask SCORE” in the subject line.  We’ll aim to answer readers’ questions every Wednesday.

Since this is our first whack at the “Ask SCORE” feature, allow us to prime the pump with a question that’s of interest to many business owners trying to use e-mail as a marketing tool: “How do I get people to open my e-mails?”

It so happens that SCORE Chicago recently interviewed Steve Robinson of Constant Contact on this very subject. Here’s what they learned:


We frequently get questions about how to market more effectively at lower cost. Increasingly, e-mail has become the medium of choice for small business. One of the questions that was recently asked during one of our workshops was, How do I get my emails opened more often?

We posed this question to Steve Robinson of Constant Contact in an interview on our TV show on CANTV 21. 

s advice: Focus on the subject line.

For example, if you were sending out a newsletter for a travel business, rather than titling that e-mail
March Newsletter, you should put a benefit in that title line. A sample benefit could be, Three Great Spring Vacations.

As a small business, you should have a regular schedule for your e-mail marketing. Each time you send out an e-mail, try a different subject line. With an e-mail tool, you can see how many people open different e-mails. The open rate can help you understand which subject lines are more effective.

The beauty of e-mail marketing is that you learn with each e-mail sent.

Take a look at this 47-second video clip on SCORE Chicago’s YouTube channel to learn more.
Posted in Internet, Marketing, SCORE, Small business. Tags: , , , . Comments Off on How to get your emails opened
%d bloggers like this: