Email marketing continues to be a powerful tool for tour and activity businesses to connect with their audience and drive engagement, especially during off-peak seasons. 

However, with inboxes flooded with countless emails every day, it can be a challenge to make your messages stand out and entice recipients to open them. 

You might find yourself stressing over the contents of the body of the email, like graphics and copy. But there are a couple of key ways to optimize how the email appears in your customers’ inboxes — before they even open it! 

Mastering the subject line and preview text increases the likelihood of your emails being opened. Once customers are in, keeping the main message and call to action above the fold will seal the deal. Keep reading to learn how!

1. Name the Offer in the Subject Line

Crafting an enticing subject line is essential to pique the curiosity of recipients and encourage them to open your email. One effective strategy is to name the offer or incentive directly in the subject line. By doing so, you provide a clear indication of what recipients can expect to gain by opening your email.

For instance, instead of a generic subject line like “June Newsletter,” you can use a subject line such as “Limited-Time Tour Discount: Save 20% on Your Dream Getaway!” This approach instantly communicates the offer, creating a sense of exclusivity and urgency. 

People are more likely to open emails that promise a specific benefit or incentive, as it taps into their desire to take advantage of valuable opportunities. Explore our full guide to writing catchy subject lines. 

2. Optimize the Email’s Preview Text

The preview text is the snippet of text that appears after or beside the subject line in the email inbox. This preview text provides additional context and further entices recipients to open your email. It is a valuable opportunity to capture their attention and give them a glimpse of what the email has to offer.

To optimize the preview text, make sure you avoid any email display errors that might result in unattractive or incomplete previews. Ensure that your email template is mobile-responsive, as a significant portion of recipients access their emails on mobile devices.

Moreover, the preview text should provide insight into the content of the email without giving away everything. It should be crafted in a way that teases readers and leaves them wanting to know more. For example, you can use phrases like “Discover the secret to…” or “Exclusive tips for…” to create intrigue and curiosity.

Additionally, consider using personalized or dynamic preview text that resonates with each recipient individually. Personalization can be as simple as including their name or referencing their recent activity, making them feel valued and increasing the likelihood of engagement.

3. Keep the Main Message and Call to Action Above the Fold

The concept of “above the fold” originates from the newspaper industry, referring to the content that is visible without having to scroll down. 

In the context of emails, it means placing the most important elements, such as the main message and call to action, in the preview pane or initial viewable area of the email. 

This approach is crucial because it capitalizes on the limited attention span of recipients and ensures they immediately see the core value proposition of your email.

By keeping the main message above the fold, you make it easier for recipients to understand the purpose of your email at a glance. This should include a clear and concise statement that grabs their attention and entices them to read further. 

Additionally, the call to action (CTA), such as a link or button, should be prominently displayed, making it simple for recipients to take the desired action without having to scroll or search for it.

Remember, in the competitive world of email marketing, these practices can make all the difference when generating more leads for your business. Acquiring more leads equals more opportunities to turn prospects into paying customers. Check out additional ways to increase your email open rates.