The overlooked “left-to-right” trick for higher open rates
Despite preaching from my soapbox about how open rates don’t matter…
Here’s a trig (aka clever, but sometimes borderline dishonest) open rate trick.
Before I reveal this trick… lemme first explain why I used the word “trig” to define it.
Trig implies craftiness, but can also imply untrustworthiness. It’s a word from the High Speech in King’s The Dark Tower series. And it encapsulates this trick I’m gonna share with you to the T.
Because it’s slightly dishonest.
It doesn’t have to be… but it can be. And some of the more aggressive copywriters using this trick (think political copywriters or major players in the health space with sometimes over 500,000 email subscribers as well as a legion of affiliates) use it in the most dishonest way.
Ethics aside, this trick works.
And it’s especially effective to “shock” people into opening and reading your emails again.
That said, I don’t recommend using this trick often. There's a time and a place for it… but overusing it can backfire on you and put a bad taste in your list’s mouth.
With the prerequisite warnings outta the way, let’s dive into it:
When it comes to open rates, most copywriters preach you need to have a better subject line.
Yes, I agree. But it’s only partially true.
Because we read from left-to-right. And on mobile, we read from top-to-bottom. This will make more sense in a second.
Let me say this another way:
The subject line isn’t the first thing your email list reads.
It’s the second thing.
Your from name.
In fact, having a trustworthy “from name” can often lead to more opens, clicks, and purchases than the best subject line in history.
This is one of the reasons consistency creates a “compound interest effect” in email marketing. If you send good emails consistently, your “from name” blossoms into an ultimate trust signal and your audience can’t wait to devour every email they see from your "from name."
This is why YEEZY SUPPLY, the “from name” for new Yeezy shoe releases, sells out in seconds.
But most people aren’t Kanye and don’t have the immense popularity of Yeezy.
And while I recommend sending most of your emails from a “from name” which resonates with your audience, changing the “from name” can make a bigger impact in your open rates than a subject line can.
There are a few ways to change the “from name” to test what works best:
1. From name from your name (John Smith)
2. From name from your brand (Awesome Apparel)
3. From name from your first name at your brand (John from Awesome Apparel)
4. From name about the products included in your email (New shirts dropped)
5. From name that attacks pain points (This shirt magnetizes ladies…)
6. Bizarre from name (Bigfoot)
And the list goes on.
The point here is to get creative with it, test it against other from names, and use what works.
But again, don’t go overboard with this. It’s a powerful trick used sparingly, it repels your audience when used too often.
One last point before we wrap:
Yes, this also applies to mobile.
On mobile, you don’t read “left-to-right” because of the screen size. Instead, the from name appears on top of the subject line (which appears on top of the preview line).
Meaning, this trick works whether your audience opens your email on their laptop or mobile device.
Try it and see what happens.
If you need help creating an email strategy that sells your products like hotcakes — while creating an audience of die hard fans… and you have a proven offer and a list, hit reply.
Let’s make some magic together.
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