As great as Frank is with his free masscrontrole information my personal view is he may have dropped a clanger, Responsive lists are built on trust, it is far too easy to diminish or even destroy that trust using subject lines like ‘Bad News’ particularly if it’s just a ploy to have people open the email or the content is primarily a pitch for a product.

Frank’s masscrontrole must work as I am amazed at how many experienced marketers have just sent the stock email for Frank’s video without any thought of diminishing trust, As well respected marketers some may get away with it BUT I would really suspect the unsubscribe rate to those lists will take a big jump. The bigger problem will be when marketers just building lists use this type of tactic which could virtually kill their small list and set them back months or even dishearten them enough to kill their business altogether.

Building a list with honesty and integrity does take time, for goodness sakes don’t kill your list by dropping a clanger.