What is Preheader Text?
Preheader text is a short summary text that follows the subject line when an email is viewed in the inbox. It gives recipients a sneak peek at the content of the email before they open it. It's an essential component of
email marketing because it can significantly influence open rates.
Keep it short and sweet: Most email clients display only the first 40-100 characters.
Complement the subject line: Use the preheader text to expand on or enhance the subject line.
Include a call-to-action: Encourage recipients to open the email by hinting at the value or information inside.
Test different variations: Use
A/B testing to determine what resonates best with your audience.
Avoid redundancy: Don’t simply repeat the subject line; add something new and enticing.
Common Mistakes to Avoid
While writing preheader text, marketers often make several mistakes that can affect the success of their email campaigns: Ignoring the preheader: Some marketers neglect to include preheader text, missing an opportunity to engage the audience.
Using generic or irrelevant text: Avoid generic phrases like "View in browser" or irrelevant content. Make it meaningful.
Overloading with information: Don’t cram too much info. Keep it concise and to the point.
Not optimizing for mobile: Ensure the preheader text displays well on
mobile devices, where space is limited.
Examples of Good Preheader Text
Here are some examples of effective preheader text that can inspire your next email campaign: "Don't miss our exclusive offer inside!"
"Here's your special discount code, just for you."
"Find out what's trending this season."
"Limited time offer: Save up to 50% today."
"Your guide to mastering [topic] is here."
Tools for Testing Preheader Text
Several tools can help you test and optimize your preheader text: Litmus: Provides insights on how your email will look in various email clients.
Email on Acid: Offers testing services to ensure your preheader text displays correctly across different platforms.
Mailchimp and
Constant Contact: Both platforms offer built-in A/B testing features.
Conclusion
Preheader text is a vital aspect of
email marketing strategy. When used effectively, it can enhance your email's appeal and drive higher open rates. By understanding its importance and following best practices, you can make the most of this powerful tool in your email marketing efforts.