What is a Head in Email Marketing?
In the context of email marketing, the "head" refers to the
subject line and preheader text. These elements are often the first things a recipient sees, and they play a crucial role in determining whether the email will be opened or ignored. The head of an email serves as a hook to capture the recipient's attention and entice them to engage with the content.
Why is the Subject Line Important?
The subject line is one of the most critical components of an email. It needs to be
compelling and relevant to encourage the recipient to open the email. A well-crafted subject line can significantly increase the
open rate of your emails, which is a key metric in email marketing.
Keep it short and sweet: Aim for 6-10 words or around 50 characters.
Be clear and concise: Avoid ambiguity and make sure the recipient knows what the email is about.
Use action verbs: Encourage immediate action by starting your subject line with a verb.
Personalize: Including the recipient's name or other personalized information can increase open rates.
Test different options: Use
A/B testing to see which subject lines perform best.
What is Preheader Text?
The preheader text is a short summary that follows the subject line when an email is viewed in the inbox. It provides additional context and can further persuade the recipient to open the email. Think of it as the second chance to grab their attention if the subject line didn't fully capture their interest.
Keep it brief: Aim for around 40-90 characters.
Complement the subject line: Ensure it adds value and context to the subject line.
Include a call-to-action: Prompt the recipient to take action.
Avoid repetition: Do not simply repeat the subject line; provide additional information.
Use emojis sparingly: Emojis can add a touch of personality but should be used judiciously.
Best Practices for Head in Email Marketing
To maximize the effectiveness of the head in email marketing, follow these best practices: Segment your email list to ensure the subject line and preheader text are relevant to the recipient.
Personalize your subject lines and preheader texts based on the recipient's preferences and behaviors.
Use
analytics to track the performance of your subject lines and preheader texts.
Regularly update and test different
strategies to keep your approach fresh and effective.
Ensure your subject lines and preheader texts are mobile-friendly, as a significant percentage of emails are opened on mobile devices.