What is Preheader Text?
Preheader text, often referred to as the "Johnson Box" or the "email preview text," is the snippet of text that follows the subject line when an email is viewed in the inbox. It provides an additional layer of information that can either entice the recipient to open the email or completely disregard it. Why is Preheader Text Important?
The preheader text serves as a valuable real estate in your email marketing strategy. It can significantly affect your
email open rates and engagement. Neglecting this aspect can lead to lower open rates and poor overall performance of your email campaigns.
How Does Neglecting Preheader Text Impact Email Performance?
Neglecting the preheader text can have several negative effects: Decreased Open Rates: Without compelling preheader text, recipients may not find enough reason to open your email.
Poor First Impression: The default preheader text might display irrelevant or incomplete information like "View this email in your browser," which can look unprofessional.
Lower Engagement: A weak or missing preheader text can result in lower engagement rates, meaning fewer clicks and conversions.
What Are the Best Practices for Preheader Text?
To make the most out of your preheader text, consider the following best practices: Keep it Concise: Aim for around 40-50 characters as mobile devices might truncate longer texts.
Complement the Subject Line: Use the preheader text to provide additional context or a teaser to what the email contains.
Use Actionable Language: Encourage action by using verbs and compelling language.
Test Variations: A/B test different preheader texts to see which ones resonate better with your audience.
Personalization: Use personalization tokens to make the preheader text feel more tailored and relevant to the recipient.
Examples of Effective Preheader Text
Here are some examples of effective preheader text: "Don't miss out on our exclusive sale!"
"Limited-time offer: Save 20% on your next purchase"
"Your weekly update is here: Top stories and insights"
How to Implement Preheader Text in Email Campaigns?
Most
email marketing platforms allow you to easily add preheader text during the email creation process. Ensure that you fill out this section thoughtfully and align it with the overall message of your email.
Conclusion
Neglecting preheader text in your email marketing strategy can have a detrimental impact on your campaign's success. By understanding its importance and following best practices, you can significantly improve your
email deliverability, open rates, and engagement, driving better results for your business.