What is a Preheader in Email Marketing?
A
preheader is a brief summary text that follows the
subject line when an email is viewed in the inbox. It offers additional context or an enticing snippet to encourage recipients to open the email. Essentially, it acts as a sub-headline to the main subject line, enhancing the overall appeal.
Why is a Preheader Important?
The preheader serves multiple purposes in
email marketing:
Increases Open Rates: A well-crafted preheader can significantly boost
open rates by providing additional motivation to open the email.
Provides Clarity: It offers clarity and additional context, especially when the subject line is ambiguous or too short to convey the complete message.
Enhances Mobile Experience: On mobile devices, where screen space is limited, a preheader can make a significant difference by offering a quick snapshot of the email content.
How to Write an Effective Preheader?
Here are some tips to craft an effective preheader: Keep it Short: Aim for around 40-70 characters to ensure it displays properly across different email clients and devices.
Complement the Subject Line: The preheader should complement and expand on the subject line, not repeat it.
Use Actionable Language: Encourage action by using verbs and creating a sense of urgency or curiosity.
Personalize When Possible: Personalization can make the email feel more relevant and engaging to the recipient.
Test Different Variations: A/B testing different preheaders can help determine which one resonates best with your audience.
Common Mistakes to Avoid
Even seasoned marketers can make mistakes with preheaders. Here are some pitfalls to avoid: Ignoring Preheader Text: Some marketers overlook the preheader, leaving it blank or filled with placeholder text like "View this email in your browser."
Repeating the Subject Line: Using the same text for both the subject line and preheader is redundant and wastes valuable space.
Overloading with Information: Too much information can overwhelm the recipient. Keep it concise and focused.
Neglecting Mobile Optimization: Ensure your preheader is optimized for mobile devices to enhance the user experience.
Examples of Effective Preheaders
Here are some examples to inspire your next email campaign: Subject Line: "Exclusive Offer Just for You!" Preheader: "Save 20% on your next purchase. Limited time only."
Subject Line: "New Arrivals Are Here" Preheader: "Check out the latest trends in our collection."
Subject Line: "Don't Miss Out!" Preheader: "Your special discount expires tonight."
Conclusion
The preheader is a powerful yet often underutilized component of email marketing. By crafting a compelling preheader, you can improve your email open rates, provide clarity, and enhance the overall user experience. Always remember to test different variations and optimize for both desktop and mobile views to achieve the best results.