Don’t Just Ho-Ho-Hope Your Emails Get Opened: 3 Tips for Click-Worthy Communications This Holiday Season
This time of year, everything is at a premium—especially 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 making one last trip to the mall, despite the traffic. They're debating whether to pay the extra shipping costs to make sure that one last package arrives in time for the big day. They're even gauging the benefits of opening all those emails cluttering their inbox.
This presents a major challenge to marketers: How do you create a click-worthy message that gets opened during these critical last two weeks of the year?
In a typical inbox, people only have three pieces of information to consider when deciding whether or not to open an email: "From" name, subject line and preheader text. That's not much. And during the busy holiday season when people have less time, shrinking attention spans and itchy delete fingers, it's crucial that you get it right.
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.
Most brands simply use the name of the organization. Or, if you want to add a personal touch, select a person at your organization to pair with your company name. For example, Emma's newsletter comes from our Director of Content Emily Konouchi—but we also include the Emma brand name so our subscribers don't wonder, "Who is this Emily Konouchi, and why is she emailing me? Delete."
In short, don't overthink it. You want subscribers to know exactly where, and who, the email is coming from.