How Do Your Customers Feel About Your Emails?
Open rates tell you who looked. They do not tell you how it felt. The Mood Line is a way to see the emotional shape of the customer lifecycle and where email helps or hurts.
Score from evidence, not opinion
Rate how customers feel at each of ten moments, from subscribing to lapsing, on a scale of 1 (upset) to 5 (delighted). Base every score on something real: replies, support tickets, reviews, survey answers, returns and unsubscribe reasons. Plot the line, then mark the peaks to protect and the valleys to repair.
Give every email an emotional job
Each message needs to do one of six jobs: reassure, inform, delight, invite, apologize or thank. A discount cannot fix a feeling that needs reassurance. A sales email during the shipping wait makes an anxious customer more anxious.
Start with the evidence you already have. Replies, reviews and support messages tell you how customers feel long before a revenue report does.
Part of Email Experience Design.