3 Tips to Get Your Emails Opened and Read This Holiday Season
Are you still ho-ho-hoping to connect with last-minute shoppers this holiday season? You're not alone. Many retailers are looking to cash in on procrastinating consumers. Unfortunately, the closer we get to the holidays, the more difficult it is to gain inbox traction.
This time of year, everything is at a premium — especially time. Consumers are doing a cost-benefit analysis on a minute-by-minute basis (even if they don't know it). They're weighing the pros and cons of making one last trip to the mall. They're debating whether to pay the extra shipping costs to make sure that one last package arrives in time for the big day. They're even gauging the benefits of opening all those emails cluttering their inbox.
This presents a major challenge to retailers: How do you create a clickworthy message that gets opened — and converts to a purchase — during these critical last few days of the year?
In a typical inbox, people only have three pieces of information to consider when deciding whether to open an email: "From" name, subject line and preheader text. That's not much. Furthermore, during the busy holiday season when people have less time, shrinking attention spans and itchy delete fingers, it's crucial that you get it right. Consider the following three tips:
1. Choose a "From" name they know and trust. What's the quickest way to get someone to ignore or delete your email? Make the "From" name something that 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.
Most brands simply use the name of their organization. If you want to add a personal touch, select a person at your organization to pair with your company name. For example, Emma's newsletter comes from our Director of Content Emily Konouchi. We also include the Emma brand name so our subscribers don't wonder, "Who is this Emily Konouchi, and why is she emailing me? Delete."