Here's how your customers see your emails in a typical in-box, when they are deciding whether to click. This example is from Yahoo, but others including Gmail are similar. Your customers see the sender, the subject then the first part of the email content, called the "pre-header".
I've drawn boxes around the useful content in the pre-headers - that which makes customers more likely to open - and note how little there is! Many senders are wasting valuable marketing space by repeating the subject or showing irrelevant instructions.
I'm sure that you are doing better - but if not then make this week's main task perfecting your emails for the in-box. (Here's some basic technical advice).
Once you have set up a pre-header, you can make it work harder by personalising it for each shopper, using their details and real-time triggered analytics. For example cart and browse abandonment emails are even more effective if you jog the shopper's memory by including the name of an abandoned product in the subject or pre-header.
Learn how it works with our latest white paper - Segmentation with Real-Time Behavioural Data.