Email Openers: First Impressions Count

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August 24th, 2010 by Nick

You may be aware that the subject line of your marketing emails is important to your campaign’s success, but have you ever considered the email’s opening lines? The first few lines in an email can make a huge difference – not just for when the reader has opened the email, but when the email is still sitting in their inbox.

Getting customers to open your email marketing messages is one of the toughest parts of email marketing. People are inundated with marketing messages wherever they go, online or offline, and are usually reluctant to open themselves up to further marketing within their email. Sourcing your email list from an opt-in source can solve part of the problem, in that the customer has agreed to receive the email. Grabbing the customer with a killer opening solves the rest of the problem.

Use the preview function to effect

Marketers usually spend a fair amount of time crafting a catchy subject line for email marketing, and you can discuss this with our consultants at Click Consult. For a lot of email servers, however, the subject line is only part of what the internet user sees. Many inboxes have a ‘preview’ function which shows the first few lines of the email. This can be used to excellent effect.

Crafting the first few lines of your email to catch attention should be a part of your e-marketing plan in any case. It pays to look into how many characters are likely to be seen in your customer’s inbox, and make use of them.

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