Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Why Are Emails Often Read Years After Being Sent?

How long before emails are read.
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Why Would Anyone Archive an Email For Later Reading .. For Years?

It is an interesting question and the answer could be for many reasons.  But the image on this page shows an email report that came back to me over two years after I sent the email.  This isn’t unusual as you discover once you track opens.

A few years ago I received one of these emails and 20 minutes later someone called me and said my name is Jeff ****  … and before he could complete the sentence i said and you are from **** Ltd in Edinburgh. There was a silence for a moment and he said .. that’s incredible, we’ve never met so how do you know who I work for? 

Of course I told him it was Marketing Magic and then told him a few more facts about himself and his business …… and then revealed a few insights into the problems facing the type of business he was in.  

He replied by saying it was a problem that I’d just given him and insight into that he was calling about and we went straight past the normal qualification period we all experience in selling and got down to specifics. We worked together on several projects after that. 

I promised Jeff that one day I’d reveal my secret regards how I recognised him .. so Jeff here it is. 

As for knowing about Jeff’s business and problems that was simple to do .. I used Google as we spoke.


Back to Delayed Email Reading

In some cases it is down to poor email practice.  Instead of dealing with the email immediately some people archive things they intend to read later and take ages to deal with them.  In most cases they eventually bin them without reading them.

But those like the one above have a headline sufficient to archive and keep until needed later. If someone does this they have already recognised that you, your product or service will one day be of use to them. They just aren’t ready to buy yet; but they do recognise they will be one day. So when they phone you are pushing at a part open door. The thing here is to ensure you don’t start hard selling from your normal step one in the sales process.  These people are beyond that step.  

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