The 4 Words That Will Get Your Email Opened

“You Are Not Alone”

In two and a half years of sending all kinds of emails to all kinds of lists, the simple phrase “You Are Not Alone” is the most-opened subject line I’ve ever seen — by far.

Because Aweber counts each email that’s been opened, even if they’re from the same user, that single subject line has had an average open rate of 90%, and has surpassed the 100% mark several times.

I’ve seen this subject line used successfully on emails ranging from content marketing to personal development to potty training, with a dozen verticals in between.

The results are always the same.

I don’t want to be alone is a compelling, universally recognized statement.

The need to belong, to know that others are going through the same life experiences, is primal.

Sure, there are plenty of ways to appeal to our primitive human needs in an email subject line, but many can (and will) send your message directly to the spam folder.

Let me show you how to avoid that …

Let your reader know someone is on their side

No matter what message you’re sending or service you’re selling, if you remind your reader that someone understands what they are going through and cares about helping them, you will become their temporary hero.

Do it repeatedly, and you will permanently solidify that position.

Use this subject line to get your email opened, but treat the open as just the first step. Once you capture your reader’s attention, prove that you deserved it by providing a useful solution to their most pressing problem.

Even the most effective subject line in the world merely gets you in the door. Your job is to address the issues.

Your subject line is an invitation to dinner; you still have to cook the main course.

Not only does the “You Are Not Alone” subject line get opened like crazy, it has an extremely high reply rate. This isn’t too surprising since it responds directly to the need for community and connection.

Make sure you reply back. It’s amazing how directly responding to the needs of your reader makes it A-B-C easy to nurture rewarding relationships.

Help people solve their problems and relieve them of their feelings of isolation, and they will reward you.

Figuring out what kind of reassurance your audience needs

The “You Are Not Alone” subject line works because it connects to an elemental human need — and the good news is, the well of human need is bottomless.

Respond to a single need or to more, but you must provide what people truly desire if you expect to reach the root of who they are.

Discover this and everything else becomes easy; growing your list, nurturing your relationships, and, ultimately, closing the deal.

You could read Robert Cialdini’s book Influence for easily accessible insight into what makes us all tick, but believe it or not, it’s easier than that.

To discover the core desires of your audience — think about what keeps you up at night.

What makes you worried, happy, sad, disgusted, afraid, surprised, or alone?

If you’re a part of your market, what’s true for you is likely true for them. Figure out what it is and you’ll be jingling the keys to the kingdom.

Bonus tip — negativity sells

People will always work harder to keep something they have rather than try to gain something that they want — even if they desperately want it.

Negative headlines and copy alert your audience to a potentially serious problem — which you can then address and solve. By helping people keep something important to them, you’ve also gained trust.

Be helpful, solve a problem, take a worry and turn it into a smile. You’ll get your email opened, make a friend, and nurture a relationship that will pay dividends for a long time to come.

Even better, you (and your business) will never be alone again.

About the Author: Sean Platt helps good writers make a great living. Get his free report, The 9 Mistakes Most Writers Make That Are Keeping Them Poor. Follow him on Twitter.

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Bamboo Forest - Tick Tock Timer says: March 29, 2011 at 9:51 am

I love the idea of jingling the keys to the kingdom. I’d probably do a little dance while my keys jingled.

It’s really interesting that “you are not alone” is opened with such high rates.

The need to know someone else understands you is a strong one indeed.

Very good emphasis in this post.

Now, to put it into action…

ReplySean says: March 29, 2011 at 11:19 am

No one wants to feel alone, even if they want to be alone. Essential human truth.

ReplyMighty Pen says: March 29, 2011 at 2:43 pm

So does this subject line work equally well for regular worried people and paranoid people?
Seriously, my first reaction to “You are not alone” was “Someone is watching you.”
This is probably why I am NEVER part of any market I write for:-).

I will remember this tip for a long time!
Thank you!!!

ReplySonia Simone says: March 29, 2011 at 8:19 pm

Context is important.

ReplyIvin says: March 30, 2011 at 11:33 am

I would like it if someone sincerely said ‘(insert hope you suck here)? You are not alone. Here’s how to fix it/get it done.

ReplyRandy Kemp says: March 29, 2011 at 9:51 am

Sean:

Short, snappy titles get email opened. They also get copy read. Marketer Ben Hart once mentioned that the ad, “7 Ways to Cure Corns,” ran in the National Enquirer for years.

You need to think brevity, if you use something like Google Adwords. Here’s the restrictions they give you:
Title:19
1st line:34
2nd line: 33

I wonder how the title “You are not alone” would do? It probably will do well, given a snappy 1st and 2nd line. Good food for thought today.

Randy

ReplySean says: March 29, 2011 at 11:21 am

Yeah, I’m consistently finding that shorter works better, time and time again. Especially if you’re able to say a lot with very little.

ReplyMartyn Chamberlin says: March 29, 2011 at 10:16 am

Congratulations Sean. This knocks it out of the park.

I’ve got a question. I use MailChimp, which is pretty similar to Aweber. It shows opens and unique opens. Is that what you’re talking about here?

I sent an email with a headline “I’m very sorry. ” and it got an open rate of 119% and a unique open reate of 57%. I guess that means some people opened it twice?

Stats are strange critters. I’m finding that an email that hits folks inboxes around 10:15 AM on a Saturday morning do better than any other time.

ReplySonia Simone says: March 29, 2011 at 10:25 am

Right, 57% of the unique email addresses opened it, and a bunch of folks opened it twice.

ReplyMartyn Chamberlin says: March 29, 2011 at 10:34 am

I’m a total newbie at this whole email thing. Is there a benchmark that marketers aim for? I guess ideally you’d get a 100% unique open rate, but it looks like expectations and reality are lower than that…

and from the few I’ve done, it looks like breaking 50% uniques is doing good. Is that horrible or decent?

ReplyBrian Clark says: March 29, 2011 at 10:46 am

Martyn, many times open rates are lower than 25% depending on the industry. Often, an open rate of 30% to 45% is considered stellar.

ReplyMartyn Chamberlin says: March 29, 2011 at 10:58 am

I guess that means all of your copywriting advice on good headlines is paying off. Maybe I’m actually building a tribe or something.

That’s cool.

Sean says: March 29, 2011 at 11:23 am

Great job, Martyn!

That’s a fantastic open rate!

ReplyConrad Walton says: March 29, 2011 at 10:20 am

I was shocked to see my open rate jump up when I used “Will You Be Hurt By These Google Changes?”

Negative does get your email opened.

I’ll have to try the “alone” theme. I wanted to open your email just when you said it in the article.

Thanks.

ReplySonia Simone says: March 29, 2011 at 10:27 am

For anyone who doubts that negative headlines are effective, look at the “popular posts” list at the right. They’re not all negative, but off the top of my head I’d say that negative headlines are there in significantly greater percentage than on the site as a whole.

It’s a truism among communication professionals that you should always state the positive rather than the negative, but that’s not good advice.

ReplyDavid Montgomery says: March 30, 2011 at 8:35 pm

I read somewhere that positive was shared more, or maybe it was quirky science stories. Don’t recall specific metrics though.

ReplyDaniel Tanaka says: March 29, 2011 at 10:38 am

Thanks for sharing Sean. Average open rate of 90% is pretty impressive, and I’m sure with the right angle this subject line could be effective for email campaigns in a wide range of industries. Looking forward to trying use it our future campaigns and seeing what results we’ll get.

ReplyEmmanuel says: March 29, 2011 at 10:39 am

Thanks Sean,
When readers see that someone else has passed through the same situations they fine themselves in, they are able to feel more at home. A better-than-thou attitude is the last feeling you want your audience to associate you with.

ReplySean says: March 29, 2011 at 11:25 am

No, preaching from the mountaintop doesn’t help at all, and keeps the author talking AT their reader, rather than directly to them.

ReplyPatrick Garmoe says: March 29, 2011 at 10:42 am

Thanks for the great insights Sean. It’s amazing how the little things that are often overlooked play into response.

ReplySean says: March 29, 2011 at 11:26 am

It’s always the little things, and it’s always worth moving the extra two millimeters to go from good to great.

ReplyDanny @ Firepole Marketing says: March 29, 2011 at 10:43 am

Great post, Sean – I really love how you boiled it all down to “you are not alone” – which is all about knowing the customer. Back to basics, right?

ReplySean says: March 29, 2011 at 11:31 am

Yeah, I used to fancy stuff up way too much (read Sonia’s Fancy Nancy post: http://www.copyblogger.com/fancy-nancy/), but I’ve learned simpler is almost always better.

Replywebsites for accountants says: March 29, 2011 at 10:50 am

Great post Sean! Very interesting, as well. It does make sense, though, just like anything in life, I don’t believe people want to be alone. Everyone needs some kind of support or even a positive comment to keep them going.

ReplyRuss Henneberry says: March 29, 2011 at 10:55 am

Awesome post. Very informative. I wonder how many emails will go out this week with the subject line “You are not alone” — LOL

ReplyConrad Walton says: March 29, 2011 at 11:07 am

If you’re going to use it this week, you won’t be alone…

ReplySean says: March 29, 2011 at 11:28 am

Hahahaha – my favorite comment so far!

ReplyConrad Walton says: March 29, 2011 at 11:42 am

…and 18 minutes after I wrote that comment, I get an email with the subject line of “You are not alone” promoting a webinar.

Somebody reads CopyBlogger.

ReplySonia Simone says: March 29, 2011 at 3:42 pm

We apologize in advance for the content of everyone’s email boxes over the next two weeks. (Hopefully they’re also taking our advice on the First Rule of Copyblogger.)

ReplyAmy @ Living Locurto says: March 29, 2011 at 10:55 am

This was one of my favorite articles! So interesting… like when people slow down to look at a car wreck. Great tips.

ReplyFreddy Rodriguez says: March 29, 2011 at 10:57 am

I think it’s amazing that this headline could get a 90% open rate. I will definitely be using this tip in my own marketing and test it on my own. Thanks for sharing.

ReplyBrian Clark says: March 29, 2011 at 11:03 am

You want to know the 9 words that will also get your email opened and get people to click like crazy on Twitter?

“”

ReplyRuss Henneberry says: March 29, 2011 at 11:08 am

It made me click.

ReplySean says: March 29, 2011 at 11:27 am

LOL!

(awesome)

ReplyRobert Bruce says: March 29, 2011 at 1:53 pm

Nice.

ReplyDesign Expertise says: March 30, 2011 at 8:08 am

I’ve been crazy busy, and really just unable to give any Copyblogger post a full read for about a week and half, but took time out for this one…

ReplySathishkumar says: March 29, 2011 at 11:12 am

I guess being helpful is always the best way to stay alive whereever we are. I haven’t clicked on the emails where the headings or the title doesn’t sound good to me. So I assure having the right title or heading will be the right one to get our emails opened.

ReplyDaniel Roach says: March 29, 2011 at 11:14 am

I’m glad you touched on what comes after the subject line and fulfilling your readers needs. I know it’s basic and something Copyblogger goes over again and again, but I can’t tell you how many email newsetters I’ve unsubscribed from because they constantly kept hitting me over the head with manipulative subject lines that had nothing to do with the message.

Yes, I opened it. No, I didn’t care. Their open rate is sky high but it doesn’t reflect the fact that their message annoyed me right off their list.

ReplySean says: March 29, 2011 at 11:35 am

That’s actually the most important part. Getting a reader to open an email is one thing, getting them to look forward to your emails is something else entirely. That takes a LOT of work, but it’s work well worth doing.

ReplyMartin Boulton says: March 29, 2011 at 11:16 am

I read this post because Copyblogger tweets are a priority for me, but I dont’ get to read them all. Like Brian Clark said “” stood out. Must try the four words subjectline.

ReplyHollee J. Chadwick says: March 29, 2011 at 11:22 am

This is one of the most immediately helpful blog posts I’ve read. Thank you!

ReplyJake Walsh says: March 29, 2011 at 11:25 am

What size list are you sending to that gets a 90+ % open rate?? The industry standard is about 20%, so that list must either be a really small group of subscribers, or you are extrememly meticulous about cleaning up unresponsive recipients.

ReplySean says: March 29, 2011 at 11:48 am

These are usually relatively small lists, but the key isn’t their size, it’s their devotion.

I’m a huge advocate of story driven autoresponders that compel readers to become fans of the emails themselves. This strategy is highly effective, giving us shockingly high open rates, regardless of the subject line. That subject line is a clear winner, though, every time.

ReplyAllen Walker says: March 29, 2011 at 11:55 am

Thanks for sharing that interesting article. I’ve actually never seen that type of subject line in my inbox before, but sounds like something that would be very powerful. Will apply those tips in my future email marketing endeavors.

Guess I will have to incorporate more of a story based series with open loops in order to get readers to look forward to reading the emails as well.

ReplyDan Johnson says: March 29, 2011 at 11:55 am

Man, what a great article. People don’t like to feel they are alone, even though they are working at home and thanks for the tip on how to use that effectively as a subject line.
Your emails are one that I definitely open and read through. Don’t know how you keep coming up with such great material.

ReplyShane Arthur says: March 29, 2011 at 12:26 pm

My title: 4 Words Open Emails
Love your style Master Platt.

ReplyKiran @ KiranTarun.com says: March 29, 2011 at 12:55 pm

Great ideas, but for someone like me who only blogs (no sale) wonders if these formula to email marketing applies as well?

ReplySean says: March 29, 2011 at 2:18 pm

Absolutely.

It’s not about the words, its about the ideas behind them.

The need to connect is universal.

ReplySonia Simone says: March 29, 2011 at 3:39 pm

“Selling” can be about more than just trading dollars for a product or service. Seth Godin does an amazing job selling his ideas, for example.

Replyrachel says: March 29, 2011 at 1:23 pm

I find it interesting that people find that phrase so compelling. To me, it feels so obvious – like all those late night public service commercials urging you to seek help about some problem or another.

But hey, if it works, I’ll use it anyway.

ReplyDanny @ Firepole Marketing says: March 29, 2011 at 1:37 pm

I think whether to use those specific four words is a judgment call depending on the specific target market – undoubtedly, it won’t work as well for some as for others. The message, though, is the key – communicating to the audience that they are not alone – in whatever words will be most compelling to them – is always going to be effective.

That’s how I read the post. Sean, did I miss the point?

ReplySean says: March 29, 2011 at 2:21 pm

Danny’s 100% right.

The subject line is extremely effective in the parenting niches, not as much in trading. However, the idea is every bit as relevant in trading, as people want to know that others have had the same trials and gone through the same pain points.

ReplySonia Simone says: March 29, 2011 at 3:38 pm

Absolutely — every trader has had some painful crash & burn moments.

ReplyMani Viswanathan @ DailyBlogging says: March 29, 2011 at 3:27 pm

You are absolutely right about Negative titles/lines. They are the main cause of attraction for opening an Email.

P.S. I liked the title, cachy one!

ReplyBrewer says: March 29, 2011 at 4:11 pm

At a constant struggle with my own idealistic marketing sense, when pertaining to “gimmicky” subject lines. Once I recognize that the person on the other end is not -YET- in tune w/ these tactics, I imagine my client’s emails will garner a higher open rate……for the next year-and-a-half.

ReplyDane Jorgensen says: March 29, 2011 at 4:42 pm

Maybe I’m reading that wrong, but how do you surpass a 100% open rate?

ReplySonia Simone says: March 29, 2011 at 8:20 pm

It’s because many email systems count the open twice if a reader opens it and then opens it again to re-read.

ReplyMainSpring Video says: March 29, 2011 at 5:16 pm

Interesting point – even on the internet, people don’t want to be alone. It’s always about getting back to the basics of human nature.

ReplyThomas @ 7 Pillars says: March 29, 2011 at 5:34 pm

I read those words, “You are not alone”, and felt a little paranoid because I actually was alone when reading the article.

Really though, awesome insight and thanks for sharing the open rates. It underscores the basic need to feel understood.

I think it was Stephen Covey that said to seek first to understand then seek to be understood.

We miss the boat all too often when working with customers and trying to push our understanding of where they are and what they want instead of seeking to understand first, showing that we then understand, and then helping to address their questions and wants.

ReplySandi says: March 29, 2011 at 5:45 pm

I have found the subject “I’m worried about you” seems to work quite well for me. I guess it gives a personal touch just like “you are not alone” makes you feel like someone is with you and the one I have used makes the reader feel taken care of.

ReplyGordon Rowland says: March 29, 2011 at 6:00 pm

Thanks Sean, for sharing yet another gold nugget.

Although my website host states that “Opened statistics for sent e-mails cannot be 100% accurate”,
they indicate that of my last four newsletters, 46% were opened in December, the best month; and 39% in February, the worst.

So, for my next newsletter, I’ll try “you are not alone”, or maybe flout the conventional wisdom to be always “positive”, by writing something negative. (“3 Things the Nursery Industry Doesn’t Want you to Know”, or “12 Questions the Nursery Industry Refuses to Answer”, or simply “Are You Being Conned?”)

And to boost the numbers further, I’ll also follow Martyn Chamberlin’s suggestion, by sending it on a Sunday morning @ 10:15 a.m.

I’ll let you know the outcome.

ReplySean says: March 30, 2011 at 6:56 am

I’d go with “Are You Being Conned?”

Short, simple, and immediately starts the reader wondering if they are, in fact, being taken for a fool.

ReplyMarianne says: March 29, 2011 at 6:00 pm

I think these 4 little words do so much to be credibility and trust with your readers…especially if it is really true (and can be backed up on your blog or with your products). This is a great reminder how our story is essential when building a business. Thanks!

ReplyJean Burman says: March 29, 2011 at 6:21 pm

How funny. I wrote these words at the end of my blog last night.

REPORT IT HERE! [it will make me feel less alone]

Including people in your problem… and drawing the parallel between your experience and theirs is a great way to communicate. In fact… it’s the only way. This is how it works. We compare notes… share experiences… and have a lot in common. Online is no different. Honest open dialogue resonates truth. Truth is the essential element. I want you to open my email because you trust me. I tell the truth. I won’t let you down. I am the same as you.

ReplySean says: March 30, 2011 at 6:57 am

Love this, Jean.

“Truth is the essential element. I want you to open my email because you trust me. I tell the truth. I won’t let you down. I am the same as you.”

That is all.

ReplyLindsey Perkins says: March 29, 2011 at 7:10 pm

You had me reading with the answer to question posed in the headline, but I love the bonus tip. I never thought specifically about negativity selling, but it makes sense. Thanks for the little reminder.

ReplyAE Thanh says: March 29, 2011 at 11:53 pm

That really works? I would love to test this out myself. The idea behind is great and I can recommend everyone to read ‘Influence’ by Cialdini.

ReplyEric Canja says: March 30, 2011 at 1:03 am

The human element of not wanting to be alone is quite powerful. At times, even though I am not physically alone, mentally and emotionally speaking, there are times when I feel very alone.

What I mean is that I’ve been struggling with consistency in many areas of my life and often think that I must be the only one that struggles with procrastination, insecurity, or just a flat out lack of discipline. When it comes to knowledge of internet marketing, I’ve consumed a lot of information, just not applied very much. You could say that is my insecurity at work.

Good news, with a post like this and gaining momentum on taking action with what I’ve learned over the years, I am looking forward to losing that feeling of being alone.

ReplyGordon Rowland says: March 30, 2011 at 1:23 am

Hi Eric, You’re certainly not “the only one that struggles with procrastination, insecurity, or just a flat out lack of discipline.”

And just like you, “When it comes to knowledge of internet marketing, I’ve consumed a lot of information, just not applied very much.”

Are you hyperactive or impulsive, disorganised and easily distracted? Since childhood? If so, ‘More Attention, Less Deficit’ by Ari Tuckman may help you.

ReplyEric Canja says: March 30, 2011 at 10:49 am

The impact of encouragement is simply amazing! I really appreciate your response. To answer the question, I am probably more disorganized more than anything.

Having a toddler at home while my older two are at school can cause for some distraction. However, I’d probably call it more “work” interruption. I’ve not researched it thoroughly, but I have heard, that for every interruption in your work flow can set you back at least fifteen minute.

I’ll have to put that book into my list of ones to read. Thanks for the suggestion!

ReplyJohn Sherry says: March 30, 2011 at 4:54 am

Well I never knew that! It just proves that deep down we all want to be cared about, appreciated, not be forgotten, and , yes, loved too. It’s not our head that opens the e-mail nor our business brain but our emotions and feeings. And these are where surefire success comes when they are understood and supported even in the business field. Stellar post this one, superb inside info!

Replydavid says: March 30, 2011 at 7:18 am

great post. There is a saying that the most personal problems are also the most common, I think this shows that to be true,

David

ReplyHerb Lawrence says: March 30, 2011 at 7:23 am

Love the article and guess you are right expecting to see a flood of “you are not alone” emails headed my watt and….coming from me. Great tip that we will share as well. Thanks

ReplyDean Saliba says: March 30, 2011 at 8:54 am

Great idea. Many people would probably expect “You won’t believe this!” “This is awesome!” “Make money today!” or something similar would be opened more.

ReplyHerb Lawrence says: March 30, 2011 at 8:57 am

Hi Dean although a relative “newbie” to the art of subject lines most of what I have seen is that those subject lines are a sure way to the spammer. I use Constant Contact and when I plugged those type in just to test i got bells and whistles going off on spam warning…I do like the You are not alone though

ReplyKerrin Kuntzman says: March 30, 2011 at 10:13 am

Wonderful article, Sean. I am just getting started building my own email marketing campaigns. You can be sure I will use this subject line in the near future. This is just the kind of quality content I’ve come to expect from posts on Copyblogger. Thanks!

ReplyKirsten Wright says: March 30, 2011 at 11:54 am

Definitely going to be on my list to try out – I never thought about scaring my email contacts (or a fear related headline), maybe I should have?

ReplyDave Grimes II says: March 30, 2011 at 1:30 pm

As far as “negativity” selling… short term, I agree… but long-term I feel like people will turn on you. Something about being made to feel fear/depression/worry by a company over and over makes me less-inclined to want to hear from them or do business with them. I know it’s not that cut and dry, but still.

ReplySonia Simone says: March 30, 2011 at 1:46 pm

Obviously you can’t have a steady diet of gloom and misery. No one wants to spend time with that.

But most business is about solving problems and pain points. If you’re scared to talk about that at all, you’re not going to reach the people you can best help.

The way Sean is talking about using it here, it’s about opening a conversation, not the entirety of the conversation.

ReplyBrewer says: March 30, 2011 at 1:52 pm

I am not alone! Haha – finding a strange solace in reading a comment in which I finally can agree with.
However, still wouldn’t open your email if it contained any moniker similar to that of which spurred this laundry list of agreeance.

Depending on your respective product/service, don’t allow yourself to skew your long term branding motive for an afternoon of successful emails.

ReplyLarry Dozier says: March 30, 2011 at 2:35 pm

Incredible article! I can really see the possibilities. I’ve always asserted that people are primarily looking for love and if you can genuinely offer it you’ll succeed.

If you’d ever like to write a guest blog article at http://webmarketersguild.org we’d love to have you!

Warm regards,

Larry

ReplyLaurie Holman says: March 30, 2011 at 4:17 pm

Great post! Of course, as someone else mentioned, if your audience is paranoid “You are not alone” will make them NOT want to open the email. Unless they’re also a member of Extraterrestrials Anonymous, in which case they will have to attend an ETA meeting to help them deal with the temptation….

ReplyGordon Rowland says: March 30, 2011 at 6:10 pm

In the late 1950s a London billboard advert featured a Richard Widmark (or Frank Sinatra?) look-alike smoking in a darkened doorway lit by street lights. The caption: ‘You’re never alone with a Strand.’

The advert was a total failure, and Imperial Tobacco withdrew it. (I believe they’ve also withdrawn the brand.)

Is there a cautionary message here?

ReplyChris Bryan says: March 30, 2011 at 6:43 pm

Subject line writing is an art within the email marketing discipline. Nice article. It gets that across but provides a couple examples almost anybody could test.

ReplyDowell Taggart Team says: March 31, 2011 at 12:52 pm

After this week, I’m sure “Your not alone” will be the least opened email subject line. It will be the most widely used words for the next month and people will get sick seeing these words in their subject line.

Give me the 2nd most used subject line.

ReplySonia Simone says: March 31, 2011 at 3:33 pm

If we did, wouldn’t the same thing happen?

Why not write one of your own with that as the underlying theme?

We’ll see a bit of a spate of these, just like there was a spate of email subject headers using “bad news” after Frank Kern mentioned that that was his best line. Don’t worry, spates don’t last.

ReplySteve Hughes says: March 31, 2011 at 3:26 pm

Really? While those open rates seem extremely high, even 50% of that number would be quite impressive. I’ll definitely give it a shot in my next send. Thanks…

Best Regards,
Steve

ReplySonia Simone says: March 31, 2011 at 3:30 pm

It’s high, but I’ve seen it on my lists. It tends to happen more with a list that’s relatively new, as no matter how wonderful you are, some readers eventually peter out and their attention goes elsewhere.

Replyjonathan says: March 31, 2011 at 4:00 pm

Great post, well done!

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