Preheader
A short summary text that follows the subject line when an email is viewed in the inbox.
What is a preheader in email marketing?
A preheader in email marketing is a short summary text that follows the subject line when an email is viewed in the inbox. It is also known as the "snippet text" or "preview text". This is the first line of text in your email that appears right after or below the subject line when an email is previewed in most email inboxes.
The preheader offers a glimpse into the content of the email and is used to entice the recipient to open the email. It provides additional information about the email content and is a valuable tool for improving email open rates. It's an opportunity to provide extra incentive for the recipient to open the email, or to add more context to the subject line.
How to create an effective preheader in email marketing?
Creating an effective preheader in email marketing involves a few key steps. First, it's important to understand that a preheader is the short summary text that follows the subject line when an email is viewed in the inbox. It's often used as a preview of the email content, so it should be engaging and informative to encourage the recipient to open the email.
To create an effective preheader, start by keeping it short and concise. Most email clients display between 35 and 140 characters of the preheader, so make sure the most important information is within this limit. Use this space to expand on your subject line, provide a brief overview of the email content, or include a compelling call to action. Personalization can also be effective in preheaders, as it can make the recipient feel more connected to the message. Lastly, always test different preheaders to see what works best for your audience. By monitoring your open rates and other key metrics, you can continually optimize your preheaders for better results.
Why is a preheader important in email marketing?
A preheader is important in email marketing for several reasons. Firstly, it serves as a preview text that follows the subject line when an email is viewed in the inbox. This gives the recipient a snapshot of the content inside the email without having to open it. It can be a powerful tool to grab the reader's attention and entice them to open the email, thereby increasing the open rate of the campaign.
Secondly, a well-crafted preheader can complement the subject line and provide additional information that may not fit in the subject line. It can help to clarify the subject line, add a personal touch, or create a sense of urgency. Furthermore, in the case where the subject line doesn't immediately catch the reader's attention, a compelling preheader can save the day by providing another chance to engage the reader. Therefore, preheaders play a crucial role in the effectiveness of email marketing.
What should be included in a preheader for email marketing?
A preheader for email marketing should include a brief and compelling summary of the email content. This is the first line of text that appears right after the subject line when an email is previewed. It should be designed to grab the reader's attention and entice them to open the email. The preheader should complement the subject line and provide additional insight into what the email is about.
It's also important to include a call-to-action (CTA) in the preheader. This could be an invitation to read more, a special offer, or a prompt to take advantage of a sale or discount. The CTA should be clear, concise, and persuasive. Additionally, personalization can be effective in a preheader, such as using the recipient's name or referencing a previous interaction. Lastly, the preheader should be optimized for mobile viewing, as many people check their emails on their smartphones.
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