If you're reading this column, my point is already made. The sender name and subject line are, unequivocally, the most important elements of your e-mail campaigns, today, tomorrow, and moving into the mobile future.
It's kind of crazy when you think about it; one small name and an accompanying phrase can actually impact an entire effort or campaign. That said, it also makes sense in the context of our digital lives. Think about any of these scenarios:
Regardless of who you are, you consume e-mail the same way everyone else does: by giving it attention and prioritization based on the urgency or interest of the content in the sender name and subject line.
I've listed the top recommendations for making sure your sender name and subject line have the biggest impact. (While you're probably reading this column because you want to improve your e-mail marketing, I would like to point out that the next few recommendations hold true for personal or business e-mails too.)
These tips and tricks should help you move forward with the best strategies and efforts for your e-mail program. The more people who open, the more opportunities you'll have to get people to click.
As always, please share your successes, challenges, or failures with me. It would be great to share those in a future column.
Oh, and I didn't forget your free magazine for reading. Just go here to pick it up.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
March 19, 2014