Your principal objective when you send an email is to drive action, and that action begins with your subscriber opening and reading the email. With open rates between 15% and 25% for most senders however, most of your subscribers never see the inside of your email.

The effort isn’t wasted if you optimize your presence in the inbox around a brand impression. Make sure your brand appears in the sender field or subject line, and use the rest of your real estate in the same way you would a tweet or a Google ad – if not to drive action, at least to make an impression. If your audience is not in the market for what is inside the email, at least you’ve used the brief attention they’ve lent you as well as possible – which is much better than tricking them into opening an email for something they’re ultimately not interested in.

Come back next Monday for another email tip of the week, or see all previous tips here.