When the email subject line contains the words ‘urgent alert’ there’s no doubt about the sender’s intention. His metric for success is the number of people who open the email today—the more the better.

Instead of baiting people with messages to make them act, the enlightened marketer thinks about how his words will make customers feel. He understands things like open rates that he can easily measure, only tell part of the story.

The enlightened marketer doesn’t jeopardise his long-term strategy for a quick near-term gain. He behaves like his objective is to get to do it all again tomorrow.

Is what you’re about to do today serving your goals for tomorrow?

Ivan Rigamonti