What Are Email Subtitles?
Email subtitles, also known as
preheaders or preview text, are the snippet of text that appears right after the subject line in an email inbox. They provide additional context and can greatly influence the
open rates of your emails. Subtitles are an essential component of a well-structured email marketing campaign, offering a brief glimpse into the email's content.
Importance of Email Subtitles
Subtitles play a crucial role in convincing your audience to open your email. They serve as a secondary prompt, reinforcing the subject line and providing a summary of what the reader can expect. A well-crafted subtitle can enhance
engagement, improve click-through rates, and ultimately drive conversions.
How to Craft Effective Email Subtitles
Creating an effective email subtitle involves several key elements: Relevance: Ensure that your subtitle aligns with the subject line and the content of the email.
Conciseness: Keep it short and to the point. Aim for around 40-50 characters.
Actionable Language: Use verbs that encourage action, such as "discover," "learn," or "get."
Personalization: Use the recipient's name or other personalized elements to make the subtitle more engaging.
Urgency: Create a sense of urgency or exclusivity to prompt immediate action.
Common Mistakes to Avoid
While crafting subtitles, there are several pitfalls to avoid: Overpromising: Do not promise something in the subtitle that the email does not deliver.
Overloading with Information: Avoid cramming too much information. Keep it simple and direct.
Ignoring Mobile Users: Ensure your subtitles are mobile-friendly, as a significant portion of emails are opened on mobile devices.
Generic Phrases: Avoid using generic or clichéd phrases that don't add value.
Examples of Effective Email Subtitles
Here are a few examples of effective email subtitles: "Unlock exclusive deals only for you!"
"Your guide to mastering email marketing"
"Last chance to save 20% on your order"
"Discover the secrets to boosting your productivity"
"New arrivals just in—shop now!"
Testing and Optimizing Subtitles
Continuous
A/B testing is essential for optimizing your email subtitles. Test different variations to see which one resonates best with your audience. Track metrics such as open rates, click-through rates, and conversions to measure the effectiveness of different subtitles.
Tools to Help with Email Subtitles
Several tools can assist in crafting and optimizing email subtitles: CoSchedule Headline Analyzer: Analyzes the effectiveness of your headlines and subtitles.
Mailchimp: Provides insights and tools for email marketing, including subtitle optimization.
Litmus: Allows you to preview how your email and subtitles will appear across different devices and platforms.
Sendinblue: Offers A/B testing features to optimize your email campaigns.
Conclusion
Email subtitles are a critical component of an effective email marketing strategy. They provide additional context and can significantly influence the recipient's decision to open the email. By crafting relevant, concise, and engaging subtitles, and continuously testing and optimizing them, you can enhance your email marketing performance and achieve better results.