Each year we follow two students to see what they are receiving – this year it’s Bob Mootz’s son, Craig, and my stepson, Julius. They forward their emails they receive to us and give us their mail when they’re done reading it (most of the time unopened).
I’ve always had a nagging and irritating question about search campaigns that try to be cute (any campaign for that matter). Today Craig received two emails from two different colleges with similar subject lines that really bug me.
Here are the subject lines of five emails that bug me (trust me, there are others that bug me, but I’ve decided to focus just on these for the moment):
“Are you getting my emails?”
“Is this Craig’s email address?”
“Correct email address?”
“Is this still your e-mail address, Craig?”
“Is this the correct email?”
I posed this question on TargetX’s Knowledge Center – a new social networking site for clients and non-clients to join and participate in the discussions. I encourage you to join today:
My question is: (a) is this a pathetic tactic that isn’t worth the digital ones and zeros it was sent as or (b) is it brilliant and I’m just not smart enough to get it?
Look forward to reading your thoughts in the Knowledge Center – I won’t be offended 
Read more about our authors. Brian is the CEO and Co-Founder of TargetX. Over twenty years ago, he started his career in admissions at a small, liberal arts college. He was a constant thorn in the admission director’s side – always wanting to try new ideas and technology. He took his energy (and vast collection of suspenders – it was the early 90′s) to lead the graduate and adult enrollment and marketing at a national university. In this leadership position, he helped differentiate his employer in one of the most crowded higher education marketplaces in the country and pioneered the use of the Internet in recruitment marketing. His passion sparked the genesis of TargetX, the company he has served for over 14 years as its co-founder and CEO. Along the way he’s earned his master’s degree in education at the University of Pennsylvania and built TargetX into a multi-million dollar technology and consulting firm serving over 450 colleges and universities. Brian is now a voice of change in an industry at its tipping point, helping colleges who have the gumption to embrace more effective recruiting techniques as traditional methods wither away. He is also the author of “Overthrowing Dead Culture: A Vision to Change the World of College Recruiting” available on Amazon.com and BN.com.
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About the Author:
Brian is the CEO and Co-Founder of TargetX. Over twenty years ago, he started his career in admissions at a small, liberal arts college. He was a constant thorn in the admission director's side - always wanting to try new ideas and technology. He took his energy (and vast collection of suspenders - it was the early 90's) to lead the graduate and adult enrollment and marketing at a national university. In this leadership position, he helped differentiate his employer in one of the most crowded higher education marketplaces in the country and pioneered the use of the Internet in recruitment marketing. His passion sparked the genesis of TargetX, the company he has served for over 14 years as its co-founder and CEO. Along the way he's earned his master's degree in education at the University of Pennsylvania and built TargetX into a multi-million dollar technology and consulting firm serving over 450 colleges and universities. Brian is now a voice of change in an industry at its tipping point, helping colleges who have the gumption to embrace more effective recruiting techniques as traditional methods wither away. He is also the author of "Overthrowing Dead Culture: A Vision to Change the World of College Recruiting" available on Amazon.com and BN.com.