How long does it take for readers to remember you?

Share this content:
I admit it — I'm horrible with names. To make matters worse, I attend a lot of conferences and trade shows where I meet many people. For each person I meet, I have to go through the drill of repeating his or her name in my mind, so I won't forget it.

Subsequently, I start receiving e-mails from these people and I'm trying to remember who they are and why I'm getting e-mails from them. And what does this have to do with my e-mail program? Well, studies have shown that the first decision e-mail readers make is, “Do I know this sender?” All other actions follow from there.

It's unlikely that new subscribers to your e-mails have voluntarily drilled your company's name into their memories, so it's important that you help them remember you.  

Here are five places to insert your brand:

A friendly “from” address and e-mail alias

The brand should exist in both places. Should you personalize the friendly From address with real names vs. the brand? User studies disagree whether this effectively increases open rates. My advice: test it on your own audience. Ask yourself whether recipients will more readily recognize a person's name or the brand name.

Subject line

Put your brand name in the subject line whenever you can. You can't exclusively rely on friendly From address tactics to help you get recognized in an overcrowded inbox.

Value Statement

This is the first line of text readers see in some e-mail clients, such as Gmail. A correctly worded snippet builds on your subject line and helps the reader decide whether to save the message or to read it immediately.

View-online link
Put your brand name here if you still haven't incorporated a value statement or table of contents as a preview-pane-friendly strategy. Here's a link makeover using an example from my own inbox.
Before: If you can't see the images in this e-mail, please click here to view this e-mail through your Internet browser. After: If you can't see the images in this edition of Browning e-Blast, please click here.

Brand name in text copy

Weave your brand name into the message copy in the first two or three sentences and remind the reader how you know each other. Build on the connection you have with them to drive brand recognition.

Now that I've highlighted all the different places you can place your brand name in an e-mail, take a quick peek at your last message. How many times will the reader see your name? Is it enough to remember you for next week?

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above