By beginning emails with essential information, brands can sustain their readers’ attention until the end of the email.
With important information above-the-fold or in the top part of the email, emails can successfully capture the readers’ attention at the beginning itself. With 77% of email opens occurring on mobile devices, marketers must opt for shorter subject lines.
Marketers can also ensure the brand emails are being sent out by an actual person or department in the organisation. Doing so, instead of using a generic sender, convinces readers that the email has not come from a spammer.
With purchased email lists, brands end up with unresponsive recipients and at the risk of violating regulations like the GDPR. Similarly, recipients who may not know the brand may end up marking their emails as spam. So, marketers must focus on building an email list of subscribers who are genuinely interested in the brand.
[6 minute read]