Are you wasting the most valuable real estate in your email message? You are if the first line readers see is a negative statement like this: “Having trouble viewing this message? Click here to view it on our Web site.”

Thanks to preview panes, image-blocking and Outlook’s Auto preview, this might be the only line readers see in your email. So, you need to give them a better incentive to scroll into the email or click to the Web version. Rewrite your top line each time so that it reiterates your value proposition or specifies the benefit in the message:

Offer-oriented message: “(Customer name), if you are unable to properly view your email to receive free shipping on your order, view the online version (URL) or enter promotional code ABCD1234 through August 27th to receive your special savings.”

Newsletter: “Scroll down to read why open rates don’t really matter or click to see it on our Web site (URL).”

Yes, it adds maybe a minute of work each time you create a message, but it could be your most valuable minute.

We recently hosted a customer appreciation day and chose TBAE to run a combination of experiential and team building games.

Everyone had such an awesome time and the feedback we received from our client’s way exceeded our expectations.

I think we have now set the bar for an annual event which is a great way for us to spend quality time and get to know our customers a bit more.

We did an amazing race around Johannesburg and then finished with a couple of drinks where we all laughed about some of the funny experiences.

To be honest we where a bit sceptical initially as we have had some bad experiences in the past with other events companies, but TBAE came through for us.

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