John Hayes posted on March 08, 2011 |
Most of us marketers test our email blasts before we send them. We look at them in the major email platforms, like Outlook, to make sure they look like they should.
But the world is changing fast. Many of the engineers in your target audience scan and filter their emails on their smartphones. (Smartphones will outsell regular phones in the near future, so it’s a safe bet engineers already have them.). And many smartphones, like my Blackberry, only show 14 characters of the sender’s name and 14 characters of the subject line. That means your prospects are scanning and deleting messages without even reading who it’s from or what it’s about. Yikes!
People filter by looking at the sender first and then the subject line. So make sure your email subject lines and senders can be read on blackberries, iPhones, and on Android and on iPads. That means you have to serialize your messages wherever possible. For example, we now send our enewsletters with the same first few introductory words so that our audience knows that the email is from us and that it’s part of an informative series.
Shoot me a note at jhayes@engineering.com if you want to talk about how to get your emails opened and read.