July 24


The “Re:” Phenomenon

Have you noticed an underhanded tactic many email marketers use to get you to open their emails?

It's simple, but effective. But...a touch unethical.

They begin the subject line with "Re:"

You know...the part of the subject line that indicates someone is responding to one of your emails. Our eyes are drawn to this. Because of course, we want to make sure we check our replies. Those are probably important.


In the case of email marketers, they're not replying to anything. They're literally just using the "re:" to stop your scrolling and get your attention.

Not cool.

But as always, it demonstrates a point.

We have certain triggers that cause certain behaviors. Often on autopilot. It could be because they're routine triggers we see every day, like "re:" in an email.

Or, they could be the result of habit. Repeating the same things day after day after day.

"Re:" illustrates the power of these triggers.

The key is to figure out how to create the triggers that help you do the things you want to do. And creating a shield against those who will take advantage of the triggers you didn't know existed. 

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About Jonathan Roberts

I am the founder and director of the South Shore Piano School, and I have been teaching the piano for nearly 20 years. My work centers around bringing music to the lives of kids, parents, and adults in an enriching, meaningful way. At the South Shore Piano School, my incredible colleagues and I accomplish this through skill-based teaching, community, and an innovative, people-first business model. You can read more about me here.


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