This was from my old blog, but it’s still rings true now:
A funny thing happened today. I had a client send me an e-mail, and a very important piece of the message (what he wanted from me – a press release) was in the subject line.
I never saw it.
I never realized I did this, but if it’s an e-mail from someone I know, I typically just half-heartedly glance at the subject line and get right to the message.
I must have been doing this for years, and it never mattered much. I’d just say “Oh, an e-mail from Dave – let’s see what he has to say today.”
Today it mattered – a vital piece of info was the subject line, and I blew right by it. Imagine how stupid I felt when I later replied and he said “where’s the press release I asked for?”
I looked at the e-mail again…. what press release??? Ohhhh…. Errrr…. he must mean the one he mentioned RIGHT IN THE SUBJECT LINE.
I wonder how many other people do this? I wonder if YOU do this? Next time you check e-mail, pay attention to the subject lines from people you know – do you just glance at them and get to the message, or do you really read them?
I know what I’ll be doing from now on.