Email Campaign Check-Up
Enticing Opens with From + Subject + Snippet
Your from info (name and email address), subject line, and snippet (a little preview of the email content) should work together to pique subscriber interest enough to open your emails.
Is your from information easily recognizable, professional, and personable? Does it match your purpose and brand? Your unique situation will drive whether it's best to include your name, your organization name, or both. If a representative's name, will readers know who it is? And always use an address from your applicable domain - never a Gmail, Yahoo, or other generic email. Although only from name may be readily visible in the inbox, both name and email are important.
After from info, the next thing a subscriber normally sees in their inbox is the subject line. Make sure this is interesting enough to spur an open and relevant enough to save and find again later. Many subscribers, myself included, will save some emails for a very long time and come back to them for reference or when ready to take action. So consider subject line shelf life. Also, length. Shorter is better so that all or most of subject is visible in the inbox.
Next, if someone has snippets or previews (the very first characters of the email itself) enabled -- normally on by default -- then that is seen right after or below the subject line. In MailChimp and some other platforms, this is called the preheader and appears above your logo or header image. Regardless, it's whatever is up first in your email. Make it juicy! Don't waste this valuable inbox marketing space on the boring "view in browser" bit. That may be up top, too, and subscribers generally expect to find it there, but it shouldn't be first.
So the flow is usually like this:
From Subject Snippet
Here's a test of this email as an example:
The idea is that all three parts flow together nicely to tell the recipient who the email is from, what it's about, and why they should open it.
Begin to notice this in other emails in your inbox. Which are using the space effectively? Which are not?
How about your own campaigns? Be sure to test each one before sending out to subscribers.