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Don't Just Hope Your Emails Get Opened: Four Tips for Click-Worthy Communications

by Emily Konouchi  |  
April 28, 2015

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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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

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  • by Emily Tue Apr 28, 2015 via web

    I can't tell you how many email lists I unsubscribe from on the daily... but I get so excited when relevant and important stuff hits my inbox. Some email services have an "approval process" for emails that get sent out, which is awesome, because they literally get a second pair of eyes to tell you if your message looks like spam or not.

  • by Jessica Zim Thu Apr 30, 2015 via web

    What exactly do you mean by a 'From' name they know and trust? The article says "Emma's newsletter comes from me ("Director of Content Emily Konouchi"), but we also include the Emma brand name". Is this similar to emails, for example, that I get from Home Depot, who's "from looks like:

    The Home Depot

    In reality though, almost all marketers struggling with these issues do not have a recognizable brand name. So, then, how does one optimize?

  • by Jessica Zim Thu Apr 30, 2015 via web

    Home Depot ("")

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