- 29 Apr
Don’t Just Hope Your Emails Get Opened: Four Tips for Click-Worthy Communications
In the crowded consumer inbox, everything is at a premium—especially the recipient’s time. Consumers are doing a cost-benefit analysis on a minute-by-minute basis—even if they don’t know it. They’re weighing the pros and cons of their routes home from work. They’re debating whether to pay the extra shipping to get that online order in a hurry. And they’re gauging the benefits of opening all those emails cluttering their inbox.
The major challenge to marketers: how to create a click-worthy message that gets opened. In a typical inbox, people only have three pieces of information to consider when deciding whether to open an email: the “From” name, the subject line, and the preheader text. That’s not much. Shrinking attention spans and itchy delete fingers make it crucial to get those three elements right.