It’s the hope of every marketer that sends an email to a potential customer that they will catch the recipients attention.  Anyone who has ever marketed anything through email will certainly know what a noisy and cluttered world the inbox truly is.

But it’s not just attention that you want.  You need the right attention.  A few days ago I got an email that read:

rYan,

And that’s as far as I got when I stopped reading and pushed delete.

I have no idea what the rest of the email said.  I didn’t care.  They mistyped my name.  They got my attention.

It might not be attention that you need to get.  The first way to get the wrong kind of attention is to mistype someone’s name.  How do you get the right attention?  It depends.  It’s the art (not the science) of marketing to get the right kind of attention.