5 Secrets To Save Your Email From The ‘Delete’ Bin

Remember when people would open any email that popped up in their inboxes?

Today’s spam-weary consumers aren’t as trusting. And you can bet they’re sending a majority of their emails straight to the delete bin. You’ve got to convince them your email is open-worthy, and you’ve got seconds to do it.

And by taking a strategic approach, it’s not as impossible as you think.

5 Secrets For Excellent Open Rates

1. Make sure your agency’s name is in the “from” line. The “from” line is how your recipients identify who has sent them the email. To get the best open rates, your “from” name and address should identify your agency. Example:

            Rob Robertson [rrobertson@abcinsurance.com]

If you’re purchasing Internet leads, you don’t already have name-recognition with your prospect, so it’s even more of a challenge to get them to open your emails. But by careful branding, your email appears professional, and gains legitimacy. If you’re following up with an existing customer, branding reduces the chance they will fail to connect the email with you and delete it.

2. Keep the preview pane in mind. Preview panes are becoming increasingly popular for email users. Often these recipients will only see the portion of your email that appears in their preview pane – and they won’t bother to scroll through the rest of your email. That makes it crucial to put your logo and your most important content (your offer or your call to action) at the top of your email. Remember: Don’t overload the top of your email, but design every one with the preview pane in mind.

3. The subject line matters. The subject line, often written as an afterthought, is actually one of the most important components of a successful email. A bad one can be read as spam, while a solid subject line can seriously improve your opens. Try these ideas:

  1. Keep it short and sweet. Tests reveal shorter subject lines pull in a larger share of opens. The going recommendation is no more than six words. Long subject lines risk being cut off: stay on the safe side and limit yours to 50 characters max (and that includes spaces.)
  2. Add your agency name for added legitimacy. A subject line with your name reinforces the credibility built by your branded “from” line. Example:  “ABC Insurance: Your Updated Proposal”
  3. The subject line should reflect the purpose and/or content of the email. Whether you’ve got a new product, updates, or a quote to send, make sure that’s clear from the subject line.
  4. Avoid the run-on. Instead of one long sentence, try several sections. Example: “ABC Insurance: Your New Quote (Updated Rates)
  5. Don’t lie. Adding a “FW” or “RE” is not only misleading, it violates the CAN-SPAM Act.

4. Skip the unnecessary graphics. You might have a favorite graphic that you like to dress up your emails with, but if it doesn’t serve to direct action or inform your recipients, leave it out. A good use of a picture is your own head shot above your agency’s contact information. Your face builds trust and credibility, so it is appropriate for your email.

5. Smart logo placement. If you are adding your logo to the email, make sure it’s right where your recipient will look first: the top left corner. This again reinforces the branding work you’ve done in the subject and from lines.

 

Whether you’re customizing your email autoresponders or creating follow up emails and new campaigns from scratch, you’ll enjoy higher open rates by following these practices.

 

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