Five Proven Tactics to Stand Out in the Inbox

三月 30, 2011 by  Filed under: Email 

With so many incoming emails into our inbox, it’s easy for yours to get lost in the crowd. Using a few simple tactics, you can improve your email campaigns so that they capture the attention they deserve.

Your Subject Line is Your Life Line

Your subject line may be your first and only interaction with your customer. It’s often the difference between your customers opening your email, or deleting it. So make it shine. Descriptive subject lines are more likely to engage your recipients. Before reading your email, they’ll ask themselves, ‘What’s in it for me?’. With a descriptive subject line, you can provide them with a reason to read on.

Next time you send an email campaign, think about the content. Does it revolve around a particular theme? Is there an article that you want to highlight, or a new product that’s available? If your email newsletter’s subject line is ‘Newsletter’, now’s time to change it.

When writing your subject line, don’t forget to:

– Make it irresistible! If your subject is dull, re-write it.
– Keep it to 60 characters or less, including spaces.
– Be descriptive. What will really be of interest to your reader?
– Avoid words/phrases that are commonly associated with spam – you know the words we mean!

Introduce yourself

You want your customers to instantly recognise you, right? That’s where the email “From” line comes in handy.

What name do your customers know you by? Is it your brand/company name? If so, this would be the ideal choice for your from name. Or perhaps it’s a member of staff that deals with your customers? Use their name, rather than your company or brand, if it means more to your reader. It’s important to keep your “from line” consistent, so that your customers become familiar with you as a sender.

And remember – every from line needs a valid “reply-to” email address. Marketing is a conversation, and your reply to address is an important customer touch point. Always use a valid email address, so that your customers can contact you for further information.

Design for the Preview Pane

When sending email, you can never tell if your customers are reading the entire message, or just what appears in the preview pane. A typical preview pane is 250 – 300px, so you must assume that your recipients only see this. That means you need this preview area to work hard for you. There’s no room for waffle here. The opportunity to capture your audience is brief. So make sure your headlines and copy get straight to the point.

Your most important content should be displayed here. Pick the the single most important thing that you want to tell – and use this space to tell it. If you are using a call to action, it needs to be here too. More to read below? Provide links to entice the recipient to read on.

Email width is also important. Your readers won’t want to scroll horizontally – so make sure that your template is no wider than 650 pixels.

Include important information as TEXT

Many email clients will disable images by default. Which means your readers don’t see the the images that you’ve painstakingly included in your campaign. Your recipients will often need to download your images first, before they see the email as you intended it to be seen.

This is one of the reasons why you should use text to convey important information in your email. Make sure your headlines are actually text, and not part of an image. If you have a call to action button, include text-based link too. If you must use images, make sure you include relevant ‘ALT’ tags to describe them.

The other reason to use text? SPAM FILTERS!. An email with large images – or too many images – may never make it to the inbox. Spam filters will send this type of email directly to Junk.

Choose Quality over Quantity

Most readers never take the time to read your email in full. Instead, they tend to scan any email quickly. And if there’s too much text, readers will lose interest and move on. When designing your email content, you need to keep this in mind.

Keep your email content brief. Don’t include full articles. Instead, provide a short summary of each article using a catchy headline and some pithy teaser text. If your customers do want to read more, entice them back to your website for further information. And hopefully complete that call to action.

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