When it comes deciding whether or not to open an email, the subject line and sender name are pivotal for subscribers. But what about the preheader, the snippet of text that appears right next to or below the subject line on iPhones, iPads, some Android mobile phones, and most email clients? If you’re not optimizing this prime piece of inbox real estate, you’re missing out on a huge opportunity to help drive up your open rates.
What Is Preheader Text?
An email preheader or preheader text is the short line of text displayed next to or just below the email subject line when an email is viewed in the inbox. Although the email preheader can have a significant impact on the effectiveness of an email campaign, it’s something many e-mail marketers don’t take into enough consideration.
Preheader Tips and Tricks
“If you are unable to see the message below, click here to view.” This type of message is still quite prevalent among the selection of preheader text you’ll see in a typical inbox. Not only does this type of preheader fail to grab attention, but it also does nothing to convince a recipient to open the email.
So what should you include in your email preheader to help drive more opens, clicks, and conversions in the email marketing campaigns you send? Here are some suggestions:
- Succinctly summarize the email message;
- Provide more specific information to support or expand on the benefit presented in your subject line;
- Include a coupon code;
- Feature a call to action;
- Add a deadline to create a sense of urgency;
- Include your organization’s value proposition;
- Don’t include an option to unsubscribe;
- Test and optimize your preheader copy;
- Avoid repetitions;
- Remember that the reader is interested in “What’s in it for me?” So, make a compelling offer!
In addition, consider personalizing your email preheader text by including recipients’ first name, for example, or perhaps an item they browsed at your website or left in their online shopping cart.
The email preheader is capable of making a big difference in your email open rates. But keep it small and simple with some introductory text. Mention what the subscribers can expect from the email, or give them an indication of the email content. Don’t reveal the secrets but don’t make it too dull either. When you are running an email campaign, the first impression is the only thing that matter to keep you ahead of the competition. The preheader text can give you the right push!