What is Preheader Text?
Preheader text is a short summary text that follows the subject line when an email is viewed in an inbox. Think of it as a secondary subject line that provides additional context or entices the reader to open the email. It plays a crucial role in
email marketing campaigns as it can significantly impact open rates.
Why is Preheader Text Important?
The preheader text can be a deciding factor for whether an email gets opened or ignored. It offers a sneak peek into the email content, providing subscribers with a reason to engage. In the crowded space of an inbox, a well-crafted preheader can stand out amidst the noise.
Keep it Short: Aim for 40-50 characters. Mobile devices may show even less, so front-load the most important information.
Complement the Subject Line: Your preheader should enhance or add depth to the subject line, not just repeat it.
Include a Call to Action: Encourage readers to take action by including a
call to action (CTA) in your preheader text.
Personalize When Possible: Use recipient data to make the preheader more relevant, increasing the likelihood of engagement.
Avoid Using Placeholder Text: Ensure your preheader does not display generic text like “View this email in your browser,” which can deter engagement.
Examples of Effective Preheader Text
Here are some examples to inspire you: Subject Line: “New Arrivals Just for You!”
Preheader: “Check out our latest collection before it’s gone.”
Subject Line: “Your Exclusive Discount Inside!”
Preheader: “Get 20% off your next purchase with this code.”
Subject Line: “How to Improve Your Email Marketing”
Preheader: “Five tips to boost your open rates today.”
Common Mistakes to Avoid
Even seasoned marketers can make mistakes with preheader text. Avoid these common pitfalls: Repetition: Repeating the subject line in the preheader wastes valuable space. Use this area to provide additional information.
Too Lengthy: Long preheaders get cut off, especially on mobile devices. Keep it concise and to the point.
Irrelevant Content: Make sure the preheader is relevant to the email content. Irrelevant text can confuse and frustrate recipients.
Testing and Analyzing Preheader Text
Testing is vital for optimizing preheader text. Use
A/B testing to see which preheaders perform best. Track metrics like
open rates and
click-through rates to measure effectiveness. Analyzing these metrics can provide insights into what resonates with your audience, allowing you to refine your strategy.
Conclusion
Preheader text is a powerful tool in
email marketing. It can significantly influence the success of your campaigns by providing additional context and enticing recipients to open your email. By following best practices and avoiding common mistakes, you can craft compelling preheaders that enhance your email marketing efforts.