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Why Did Gong.io’s Consumer Privacy Email Go Viral?
These 5 techniques — here’s how you replicate it.
Let’s talk about this phenomenal email. In addition to a 39.5% open rate (compared to the industry average of 21%), this email went viral on social media: people screenshot it to share on LinkedIn, Twitter, Messenger, Facebook.
Gong hit the jackpot.
What made this email special?
Let’s breakdown how this email was different from the rest and why it went viral.
1. The subject line: “Our lawyers made us do this”
As a Gong user, I’m on their mailing list. Normally I delete their emails without opening them, but this was different. This subject line caught my eye: it’s quirky, sassy. It places blame on another party, which is typically a no-no in marketing — but that’s exactly why it works.
We’re drawn to those who break the rules. Breaking rules attracts attention, which is what you want in marketing: attention.
