use Preheaders - Email Marketing

What is a Preheader?

A preheader is a short summary text that follows the subject line when an email is viewed in the inbox. It's like a preview of the email content and can significantly impact the open rates of your emails. Think of it as the trailer to your movie; if it’s intriguing enough, the recipient will want to see more.

Why are Preheaders Important?

Preheaders play a crucial role in email marketing. They provide additional context to the subject line and can be the deciding factor for recipients on whether to open the email or not. A compelling preheader can increase your open rates, leading to more engagement and higher conversion rates.

How to Write an Effective Preheader?

Writing an effective preheader involves several key strategies:

Keep it Short: Aim for around 40-50 characters. This ensures that the preheader is fully visible on most devices.
Complement the Subject Line: Your preheader should add context to the subject line, not repeat it.
Create Urgency: Use phrases that create a sense of urgency or excitement, prompting the recipient to open the email.
Use Personalization: Tailor the preheader to the recipient to make it more engaging.

Examples of Effective Preheaders

Here are some examples of effective preheaders:

Subject Line: "Don't Miss Out!" Preheader: "Limited-time offer just for you."
Subject Line: "New Arrivals" Preheader: "Check out the latest trends in our collection."
Subject Line: "Your Weekly Update" Preheader: "Find out what's new this week."

Best Practices for Using Preheaders

To maximize the effectiveness of your preheaders, follow these best practices:

Test Different Variations: A/B test your preheaders to see which ones perform better.
Align with Email Content: Ensure the preheader accurately reflects the content of the email.
Avoid Redundancy: Make sure the preheader adds value and isn't just a repeat of the subject line.
Monitor Performance: Regularly review the performance metrics of your preheaders to continuously optimize them.

Common Mistakes to Avoid

Avoid these common mistakes to ensure your preheaders are effective:

Ignoring Mobile View: Ensure your preheader is fully visible on mobile devices.
Being Too Vague: Your preheader should provide clear and enticing information, not be overly generic.
Not Testing: Failing to test different preheaders can result in missed opportunities for improvement.

Conclusion

Incorporating well-crafted preheaders into your email marketing strategy can significantly enhance your email engagement and conversion rates. By following the best practices and avoiding common pitfalls, you can create compelling preheaders that entice recipients to open and engage with your emails.