Your sender name, subject line and preheader text are the key to getting subscribers to recognize and, ultimately, read your messages.
WHO SENT THEM THE EMAIL:
People tend to skip (or send to the junk folder) emails from unknown senders. Your sender name on each email should be recognizable and consistent. This typically means using the name of your company or brand. It can also be a good idea to include the name of a person or specific role. Try to avoid ambiguous “from” addresses, like “Newsletter” and “no-reply@”.
WHAT'S THE EMAIL ABOUT:
Subject lines are also crucial in grabbing attention. They should create interest in the email’s content. A good subject line answers the question “why should I read this email?” and a clear, specific description of the email's contents usually works best. Keep it as short as possible, while still saying what you need to say.
You should always be testing the waters with different approaches. Your subscribers might, respond to teasing subject lines, questions, or subject lines of different lengths.
A few things to remember:
- Don’t CAPITALIZE EVERYTHING
- Don’t use a lot of exclamation points!!!!!!!!
- Try to avoid of words like “Free” and most things related to gambling.
Be sure to test your emails, with the built-in tools and by sending emails to yourself, to see where they land.
The preheader is a one-line snippet of text placed at the very top of your message that you can use to complement the subject line. Some email clients show the snippet even before the email is opened, so you can use it to remind people where they signed up, to ask people to add your name to their contact or to display images in your email.