Preheaders - Email Marketing

What is a Preheader in Email Marketing?

A preheader is a short summary text that follows the subject line when an email is viewed in an inbox. It is also known as the "Johnson Box" or "Snippet Text." This small piece of text gives recipients an idea of what the email content will be about, potentially increasing open rates.

Why are Preheaders Important?

Preheaders play a crucial role in email marketing as they complement the subject line and can significantly impact the open rates of your emails. A well-crafted preheader can entice recipients to open the email, while a poorly-written one can discourage them.

How to Write an Effective Preheader?

Keep it Short and Sweet: Aim for 40-100 characters to ensure it displays correctly across different email clients.
Complement the Subject Line: Ensure that the preheader supports and expands on the subject line rather than repeating it.
Create a Sense of Urgency: Use actionable language that encourages immediate action.
Personalize: Use the recipient's name or personalize the message based on their preferences and past behavior.
Avoid Spammy Words: Stay clear of words that might trigger spam filters like "free," "buy now," or "discount."

Common Mistakes to Avoid

Repetition: Avoid repeating the subject line in the preheader.
Irrelevance: Ensure that the preheader is relevant to the content of the email.
Overlength: Keep it concise to prevent it from getting cut off.
Lack of Clarity: Make sure the preheader is clear and easy to understand.

How to Test Preheaders?

Testing your preheaders is essential to understand what works best for your audience. You can use A/B testing to test different preheaders and see which one performs better. This involves sending two versions of the same email with different preheaders to a small segment of your list and then analyzing the open rates to determine the winner.

Best Practices for Preheaders

Consistency: Ensure that the preheader aligns with the content of your email.
Value Proposition: Clearly communicate the value or benefit of opening the email.
Segmentation: Tailor your preheaders for different segments of your audience to increase relevance and engagement.

Examples of Effective Preheaders

"Don't miss out on our exclusive offer – limited time only!"
"Your weekend plans just got better with this deal!"
"Unlock your special discount inside"
"New arrivals that you'll love – check them out!"

Conclusion

Preheaders are an essential element of any effective email marketing strategy. They provide an additional opportunity to engage your audience and improve open rates. By following best practices and avoiding common mistakes, you can create compelling preheaders that enhance the overall performance of your email campaigns.