We just got a call today for someone that needs one of our services.  (An eMagazine for an alumni organization.)  Here is the interesting thing.  He found us by looking up an email I sent him nearly two years ago.

I am surprised if someone responds after a week.  2 Years must be a new record.

So how does an email have a shelf life beyond 24 hours?

• It must have a clear subject line that states the purpose.  When someone remembers you sent an email 6 months ago, can they quickly scan the list and find it?
• Have solid contact information.  It is surprising how many people do not have the phone number in the email.
• Clearly state the benefit of what you are offering in the message.  I may not care about health care premiums today, but when it goes up next year I may be looking back for that email that promised to save me money.
• Don’t try to trick people, SPAM people or waste their time with long emails.  Respect people’s time and they will be more likely to call on you when the time is right.

We all know that most emails will be deleted.  But if a gem falls out of the woodwork once a year it is worth the little extra effort.