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Question: Besides personalizing with the recipient's name, what else can we do to make our emails stand out in the inbox? We are worried about getting lost in all the discounts and free shipping messages from other companies.
Answer: This is a concern all year long for email marketers, but it becomes more crucial as the holiday shopping season heats up and creates even more clutter in your recipient's inboxes.
These three strategies will make your email more eye-catching in the inbox:
1. You might be thinking about subject lines, but first make sure your sender ("from") line lists your company, brand or newsletter name. That will catch your reader's eye.
Our research shows the sender line is the No. 1 factor that readers use to decide whether to open or delete an email. An email address instead of a name, or a department or employee's name doesn't deliver the same information.
Regarding the subject line: If you can't put your company or brand name in the sender line, list it first in the subject line.
2. Announce the offer right in the subject line. Don't be coy and hint at what's inside ("Save 10% this week only" instead of "Open to find your special savings").
3. Make sure the offer's key elements appear in the first 50 or 60 characters. That's all many email clients will show in the inbox. Don't wait until the end to deliver the hook.
Resources:
1. Sender and subject-line preview tool: See how your sender and subject lines show up in different email clients.
2. Email Subject Lines: 15 Rules to Write Them Right
3. The "Subjectivity Scanner," a feature of the Retail Email blog that looks at current subject lines; use either as a resource or what not to do.
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