Page 19 - GBC summer 2016

Be Direct
YOuR FIRsT ChANCE: ThE OpEN
Your first chance to open your customer’s wallet occurs when the customer opens the email. This is the point where he or she decides to turn into your e-driveway by opening your email, or to drive right past – by hitting the delete key.
If your customer does not open your email, you cannot make money from him or her. Increasing
your open rate increases the number of potential customers that will see your promotion. Review our example above: an open rate of 10 percent generated only 1,500 potential customers, while a 20 percent open rate generated 3,000 possible customers.
Here are some keys to increasing your open rate:
Be precise and concise with your subject line
Consumers base their decisions on opening emails on ‘from name’ and the ‘subject line.’ Your subject line is your first chance to convince your users to open the email.
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