Email Marketing is the most popular method to advertise in B2B environment. Email marketing is utilized by thousands of businesses of all sizes across the globe. It's very easy and cost effective method to reach your prospects. But what if no one is looking at your emails at all? To get most out of your email marketing you have to make sure that people are engaging with your emails.
OK, do one thing, look at your inbox now. How many unread emails do you have? I bet you have hundreds of unread emails and if you are like me you might have thousands :). We get a ton of emails in our inbox every day. So for an email marketer, the most critical thing is to ensure that when your prospects look at their inbox, your email should stand out and get full attention.
What is the first impression of your email?
Obviously, who sends the email; the From Name and what it is about; the Subject Line. Though it's correct but along with from name and subject line, there is one more important thing that subscriber notice at the very first look, a short description of your email. Which I am calling "Snippet Text" or "Preheader Text".
So to improve your open rates you have to make sure that all these three things are well optimized. So remember following equation every time you setup your newsletter:
From Name + Subject Line + Snippet text = High Open Rate
What is "Snippet Text"/"Preheader"?
Many of the email client including Gmail, Outlook, and iPhone not only show the from name and subject line but also some preview text of your emails. Below are some screenshots that will help you understand what I am talking about: