The Battle for the Inbox

If you’re like most people, you are probably inundated with email messages filling up your inbox all day long. As a small business, you also probably know that sending out email marketing campaigns is one of the most effective, inexpensive marketing methods available today. So what’s the secret to getting your e-mail campaigns to stand out in the inboxes of your customers and prospects?

There are three key components to any email campaign, and knowing what they are and how to use them can really improve your results. The three components are:

1. The “from” name. This is the most important component recipients use to decide whether they will open an email message or not. If they don’t recognize the “from” name, chances are the message will be deleted or marked as sp@m. Make sure that recipients can recognize your company or product in the “from” name so that they feel confident about reading the email message.
2. The subject line. A good subject line can spark interest and motivate a recipient to open the message immediately. Too often the subject line is an after thought and created at the last minute, often right before the campaign is launched. The subject line should be written as part of the campaign to ensure it is compelling and introduces the email appropriately. Try to keep the subject line short and specific; typically around 50 characters. Long subject lines can be truncated when displayed in an inbox, and typically do not perform as well as short subject lines.
3. The preview pane. In addition to the “from” name and the subject line, most users can also see the top portion of the email in the preview pane of their email utility. The size of the preview can vary among different email services and settings, but users can usually see the beginning of the email even without clicking on anything. Take advantage of this feature by making your e-campaigns attention-grabbing and attractive, even with the images turned off. Also, keep the most important information above the fold so recipients can immediately see your offer even if they don’t scroll through the rest of the message.

Email marketing is quickly becoming a standard part of small business marketing, but it can be successful only when recipients are motivated to read the content of the message. By using these three components effectively, you can help your e-campaign stand out in the crowd of messages that arrive in your customers’ inbox every day.