In the crowded consumer inbox, everything is at a premium—especially the recipient’s time.
Consumers are doing a cost-benefit analysis minute by minute—even if they don’t know it. They’re weighing the pros and cons of their routes home from work. They’re debating whether to pay the extra shipping to get that online order in a hurry. And they’re gauging the benefits of opening all those emails cluttering their inbox.
The major challenge to marketers: how to create a click-worthy message that gets opened.
In a typical inbox, people only have three pieces of information to consider when deciding whether to open an email: the “from” name, the subject line, and the preheader text. That’s not much.
Shrinking attention spans and itchy delete fingers make it crucial that you get those three elements right.
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.