What is Preheader Text?
Preheader text is the snippet of text that appears immediately after the subject line in an email inbox. It's usually a brief summary of the email content, giving recipients a preview of what to expect when they open the email. This text is often displayed in the inbox view right next to or below the
subject line.
Why is Preheader Text Important?
The
importance of preheader text cannot be overstated. It serves as an extension of your subject line, helping to capture the recipient's attention and encouraging them to open the email. In many cases, it can be the deciding factor in whether your email gets opened or ignored.
Keep it short and sweet: Most email clients display only a limited number of characters, so aim for around 40-50 characters.
Complement the subject line: Your preheader should provide additional context or a teaser that complements the subject line.
Use actionable language: Encourage recipients to take action by using compelling and actionable language.
Avoid redundancy: Ensure that your preheader text does not simply repeat the subject line.
Common Mistakes to Avoid
While crafting preheader text, avoid these common
mistakes:
Ignoring it: Leaving the preheader text blank or allowing it to pull default text from the email body can make your email appear unprofessional.
Being too vague: Generic or vague preheader text fails to provide value or entice the reader to open the email.
Overloading with information: Preheader text that is too long or complex can overwhelm the recipient and fail to convey the message effectively.
How to Optimize Preheader Text for Mobile?
With a significant portion of emails being opened on mobile devices, optimizing preheader text for
mobile is crucial. Mobile screens display fewer characters, so ensure your most important information is conveyed within the first 30 characters. Additionally, test your emails on various devices to see how the preheader text appears and make adjustments accordingly.
Examples of Effective Preheader Text
Here are some examples of effective preheader text: Subject Line: "50% Off All Items" Preheader: "Limited time offer, shop now!"
Subject Line: "Your Weekly Digest" Preheader: "Top news and updates you can't miss."
Subject Line: "New Blog Post: Email Marketing Tips" Preheader: "Discover strategies to boost your open rates."
Conclusion
Preheader text is a vital component of
email marketing that can significantly impact your open rates and overall campaign success. By understanding its importance and implementing best practices, you can create compelling preheader text that captures attention and encourages engagement.