This step is all about preparing the basics. Pick your subject line, from name and from email.
Your subject line will be the first thing recipients see in their mailbox. It should be eye catching, to the point and should be descriptive of the email content.
- Don't capitalise the entire subject line
- Keep it short for mobile devices, 68 characters is the recommended sweet spot
- Don't use too many symbols, but an exclamation or question mark is great for grabbing attention
You can also personalise your subject lines with merge tags. For example, using [first-name] in your subject line will be replaced with the guest first name.
Here are the merge tags we currently support:
- [first-name] - John
- [full-name] - John Smith
- [birthday] - 15 January
- [days-since-last-visit] - 65
- [last-visit-date] - 5 March
- [days-since-first-visit] - 267
- [first-visit-date] - 21 December
This is the name your recipients will see as the sender. We recommend two variations for this.
- Just a business name, e.g "The Pig & Apple"
- A combination of personal and business, e.g "Tom at The Pig & Apple"
If your recipients don't recognise the sender, they are less likely to open your email.
This is the email your recipients will see as the sender. It's also the address used as a Reply-to, make sure this is an active and frequently checked mailbox incase guests respond to your email.
- Use your business email address, a business domain instead of a generic domain (hotmail, gmail etc) will work better with spam filters
- Use the same address each time, to build up your email sending reputation and decrease bounce rates