What is Preheader Text?
Preheader text, sometimes referred to as a "Johnson Box," is the snippet of text that appears immediately after the subject line when an email is viewed in the inbox. It provides additional context to the subject line and can significantly influence whether or not the recipient decides to open the email.Why Do Marketers Ignore Preheader Text?
Some marketers overlook the importance of preheader text due to a lack of understanding or time constraints. They may not realize how impactful it can be on
open rates and overall
engagement. Others might assume that their subject line alone is sufficient to grab attention.
The Consequences of Ignoring Preheader Text
Ignoring preheader text can lead to missed opportunities in
email campaigns. Without a compelling preheader, emails might appear incomplete or unprofessional. This can result in lower open rates, reduced engagement, and ultimately, a less effective
marketing strategy.
How to Effectively Use Preheader Text
To make the most out of your preheader text, ensure it complements your
subject line and provides additional value. It should be concise, engaging, and relevant to the content of the email. Personalization can also enhance its effectiveness.
Best Practices for Preheader Text
Real-World Examples
Brands like Amazon and Netflix often use preheader text effectively to provide additional context or highlight exclusive offers. For instance, a subject line like "Your Weekend Deals" might be followed by a preheader text saying, "Save up to 50% on select items."Conclusion
Ignoring preheader text in email marketing is a missed opportunity to increase
open rates and engagement. By understanding its importance and implementing best practices, marketers can craft more compelling and effective email campaigns.