The universal challenge for marketers is getting the email opened! Obviously, the "From" line, "Subject" line, and testing were major topics of conversation. However, we also discussed something that, until a few months ago, was new to me — the all-important "preheader." The preheader is the small line of text that appears above the html image on the email and shows up as the lead-in on your smartphone or tablet.
Expounding on the importance of direct mail seems to be a never-ending topic for me in this digital world. There's no question, if I need a new pair of shoes, I'll head off to Zappos.com and do some browsing online. But please notice ... I said if I "need" new shoes. The birdfeeder is getting low — it's a quick click to eBirdseed.com to get restocked. A replacement battery for the cell phone is easily found thanks to the power of Google.