Be the email message that stands out.
It’s a battle for attention in the inbox almost every day, as email is the most reliable and widely used digital communication tool available. Any highly successful email marketing campaign demonstrates the use of a powerful subject area. Make it clear that your subscriber knows you and can trust you. Give a reason your email message needs to be opened.
Try the following steps for better inbox success.
5 Steps to Inbox Success
1. From Line – Sender: The sender should be whatever or whoever is most likely to be recognized. If this is your business name, send from Business Name. If this is a person at the business, send from John Person.
2. From Line – Email Address: The email address you send from needs to be familiar and display professionalism and trust. It is best to include your business name in your email identity, and it’s more professional to have that business name as the sending domain.
Example: Send from John.Person@Business.com (NOT Business@gmail.com).
3. Subject Line: Depending on your target audience, there’s a good chance your subscriber will see your email first on a mobile phone rather than a desktop computer. A great subject line is short, honest, enticing, and relevant. Consider adding one or two very specific details toward the end of the subject line. If the front end of the subject line is short, honest, enticing, and relevant, your reader is more likely to scroll or tap to read the remainder.
Remember: The subject line is not trying to convert a new client or get a sale. Its entire goal is to get the reader to open the email message.
4. Preheader: This is the sentence that appears below the subject line on a mobile device. It is your second chance to entice readers to open the message. Make sure your preheader is not a string of HTML code linking to a web page. A preheader should be deliberate and can include more details, personalization, or even a call to action.
5. Test: Test your subject line for maximum success. Try an A/B split at the same time to two different groups. You can also run an online subject line test using resources such as SubjectLine.com.
