Hey, the best offer in the world won't get results if no one looks at it. So Bronto's Kimberly Snyder recommends four steps to make your email message an irresistible call to action the moment a customer sees it. Look at these tips:

1. Use a consistent "from" name. As we sift through our email, we scan for names we recognize. So, think of your "from" name as your corporate logo in an inbox: if you constantly change or tweak it, you won't stand out, and you run the risk of losing customers' confidence—or of simply annoying them.

2. Craft a compelling subject line. "The key is to create a short, clear and enticing call to action that speaks to your consumer," says Snyder. A good one intrigues a recipient so much, she wants to know more.

3. Take advantage of a pre-header. Many recipients use preview panes to view their email, so use text links viewable with any ISP to extend the subject line's call to action, or to include a snappy second offer to intrigue them even more.

4. Think smart with your preview pane. Since many ISPs block html images in preview panes, design your message with that in mind. "Grab your customers' attention with an optimal design that seamlessly integrates your company's logo, navigation bar and promotion, whether images are on or off," she advises. Finally, look to make sure the preview pane is rendering them as text only.

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