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.

Tip No. 1: Go with a 'From' name they know and trust

What's the quickest way to get someone to ignore or outright delete your email? Make the "From" name something they don't recognize.

The sender's name is the first thing people see when browsing their unread mail, so it's the first test your email has to pass on its way to Open Land.

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ABOUT THE AUTHOR
image of Emily Konouchi

Emily Konouchi is director of content and communications at Emma, an email marketing software and services provider that helps organizations of all sizes get more from their marketing. She is also the director Emma’s communal dishwasher-emptying efforts, but only when she has writer’s block.

Twitter: @emikonouchi

Google+: Emily Konouchi