The challenges we face with email marketing are all the other things that compete with the attention of our customers. We know we live in a world with much distraction and many things going on, both online and off. And, its not getting more peaceful but even more busy as time goes on! How do we cut through the white noise and have our customers eager to open our emails? This is crucial to prospering in opt-in email marketing!

So what can you do? First of all you've probably heard the subject line is the first thing they see and what determines the open. This is partially true BUT - more important is how have you framed yourself to them in the lead-up to this email. This is what they are thinking when they see your name.

What perception do they have of you? Do they not know you, do they know you but think you only produce ads, or do they know, like and trust you- because you're a relatable real person?

When they see your name or your organization's name on the from: imagine won't you: what thoughts are going through their head? Are probably thinking I wonder what they're up to now or oh probably another ad- ignore.

What does their perception mean to you in opt-in email marketing? Well let's take a look at the psychology behind it and how you can use it to your advantage. Imagine if you will you are in New York City, the busiest part at Times Square. Would you be likely to listen to and engage everyone you passed on the street?

No, it wouldn't work and would be totally overwhelming. Now, imagine if you were in busy Times Square and your good friend walked by you in the street. What would you do? Maybe shout, maybe run over to catch their attention (watch that taxi lol!) - anyway you get the point. If you saw your good friend you'd run to speak and listen to them.

So, their email boxes are Times Square. And you need to be their friend they are excited to see, NOT their marketer!

How can you get there? Well, it won't happen in just one email. Imagine it like this, you are dating your list. You need to show your humanity, vulnerability at times, and create bridges with them. Angry about something that happened in the marketplace, let them know! Have a story that can help them get over their fears? Tell them and help them.

Don't strive to be Mr or Mrs. Perfect. Instead always seek first to understand before being understood. One way I do this is I very often times at the end of my mails or blog posts, ask what people think.

Also, one of the first emails I send people is an introductory video which also asks them for their top concerns. Another thing I do is poll and survey people very often either out of good will, or for more involved surveys, for a free bonus or upgrade.

You want you communications to be based on trust and likeability. While not everyone will like you no matter what, what you can do is inject your human side and especially your personality into your communications. Video helps greatly here!

At the end of the day, people buy from people they know, like and trust. Become that person, and they will become your customers. Keep their trust, and it's for life!