Crafting beautiful emails full of useful content and calls to action is not enough on its own. If your emails do not get opened, you are wasting your time.
Getting the recipient to make that first click and start reading is the key to a successful B2B email marketing campaign.The surprising reason people open your emails
You might think that the subject line is the main reason people open your emails, and indeed 47% of subscribers say this is the primary reason; however, a much larger percentage – 64% – say that who it is from is the biggest factor.
What this means is that the sender address and branding are very important. Make sure that the sending address includes your web domain so that recipients can recognise it. And as I wrote in an earlier post, make it a real person – research shows that this performs better than a generic email address.