Secondary Headline - Email Marketing

What is a Secondary Headline?

A secondary headline is a supplementary title that supports the main headline in an email campaign. It provides additional context or detail that encourages the reader to continue engaging with the email content. The secondary headline is typically smaller and less prominent than the main headline but plays a crucial role in improving readability and conveying the message effectively.

Why is a Secondary Headline Important?

In email marketing, grabbing attention quickly is essential. The main headline serves this purpose, but the secondary headline helps to sustain that attention by offering more information. Here are a few reasons why a secondary headline is important:

Increased Engagement: It compels the reader to continue reading the email by providing additional context or intriguing details.
Enhanced Readability: It breaks down the content into digestible chunks, making it easier for the reader to understand the message.
Improved Clarity: It clarifies the main headline and sets the tone for the rest of the email.

How to Write an Effective Secondary Headline?

Writing an effective secondary headline involves a balance of creativity and clarity. Here are some tips to consider:

Be Specific: Provide precise information that complements the main headline.
Keep it Concise: Avoid long sentences. Aim for brevity while ensuring the message is clear.
Use Action Words: Encourage the reader to take action or continue reading.
Align with Brand Voice: Consistency in tone and style with your brand's voice is crucial.

Best Practices for Secondary Headline Placement

The placement of the secondary headline can greatly influence its effectiveness. Here are some best practices:

Proximity to Main Headline: Place it close to the main headline to maintain a logical flow.
Visual Hierarchy: Use a slightly smaller font size or different color to differentiate it from the main headline while keeping it noticeable.
Whitespace: Ensure there is enough whitespace around the secondary headline to make it stand out without clutter.

Examples of Effective Secondary Headlines

Let’s look at some examples to understand what makes an effective secondary headline:

Discount Offers: "Main Headline: 50% Off Summer Sale! Secondary Headline: Shop Now and Save Big on Your Favorite Items."
Webinar Invitations: "Main Headline: Join Our Exclusive Webinar. Secondary Headline: Learn the Latest Trends in Digital Marketing."
Product Launches: "Main Headline: Introducing Our Newest Product. Secondary Headline: Discover Features That Will Transform Your Workflow."

Common Mistakes to Avoid

While secondary headlines can be powerful, there are common mistakes to avoid:

Overloading Information: Don't try to cram too much information into the secondary headline.
Inconsistent Messaging: Ensure the secondary headline aligns with the main headline and overall message.
Ignoring A/B Testing: Test different versions to see what resonates best with your audience.