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I hosted the webinar. You were the first person to join in. You stayed for the whole session and watched my presentation intently. You asked detailed follow-up questions and you gave me your business contact information afterwards. I believe you closed our chat with, “I look forward to working with you, Sydney.”

I added your email to my marketing database. I composed a campaign for all my subscribers, but you were always at the top of my mind. I made my edits and designed my graphics, some of which had the same color palette as your business logo, which I thought that you would like. I published the campaign with your email at the top of the sending list. Then, I waited.

After twenty-four hours, I didn’t see your reply. What a silly thought. It had only been a day, after all. I got back to work and analyzed the campaign metrics. Open Rate: 82 percent, Click Rate: 53 percent. Things were looking up! That is when I saw your name.

Bounce Rate: 1 percent. It just had to be you, didn’t it?

My heart dropped to my feet as I wondered, “What did I do wrong?” You were my best lead, my most prosperous prospect, my marketing muse.

You asked me to contact you, after all. Was my campaign not good enough for you? Was my wording too wordy? Was my blue #0000FF too blue for you? Maybe you were more of a red person. Or maybe you prefer serif fonts and hate images that you can click on.

Or maybe you got everything you needed from that webinar and were just being nice at the end.

You are the lead that led me on. The bounced subscriber that made my heart bounce. The one that got away.

I will bounce back from this.

Sydney Walters

Copywriter, fiction author and PR professional from D.C. who scribbles in answers on trivia night and shouts at her Playstation. Sips hot tea or coffee from a Studio Ghibli mug. Paces while brainstorming. Conquers hot sauce.

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