In emails, the little summary below the subject line is called a preheader. It's like a sneak peek that can make people curious about what's inside. Knowing how to craft a catchy preheader can be a game changer to your email open rates which can improve your email engagement and ultimately drive more conversions.
An email preheader is the short summary text that follows the subject line when an email is viewed in the inbox. It provides recipients with a glimpse into the content of the email and can significantly impact open rates and engagement.
Source: <Omnisend>
Email preheaders serve as a secondary hook, enticing recipients to open emails by providing a sneak peek into the content. They offer an opportunity to convey value and relevance, making them essential in any email marketing strategy. Moreover, the tests conducted by Rejoiner demonstrated that including a preheader in your email campaigns can increase open rates by as much as 7.96%.
Mastering the art of crafting effective email preheaders involves implementing best practices that optimize engagement and drive desired actions from recipients. Here, we delve into five essential strategies for maximizing the impact of email preheaders in your campaigns.
The Importance of a Strong Opening
The preheader serves as the first impression of your email content. The first few words of the preheader must complement the subject line, creating a seamless narrative that encourages recipients to delve deeper. This approach increases the likelihood that the email will be opened.
To craft preheaders that seize recipients' attention, it’s important to consider incorporating action-oriented language:
4. Use emojis to stand out in the inbox:
Also, because there is a lack of space you can use for a subject line and preheader you can ensure that the preheader works together with the subject line. By creating a captivating sentence you want to deliver it to your recipient and splitting it between the subject line and the preheader.
Below are effective examples of promotional preheader text that you can easily replicate:
Subject line |
Preheader examples |
Purpose |
Revolutionize Your Agreements! |
Experience the Efficiency of AI-generated contracts! 🤖✨ |
Encouraging exploration |
It's time for an adventure |
Get ready for an adventure with our latest arrivals |
Prompting action |
Don't miss out on these deals! |
Limited-time offers you won't want to pass up |
Urging urgency |
Sneak peek: New arrivals incoming! |
Be the first to discover our latest additions |
Generating anticipation |
Being brief in preheaders is crucial for giving a clear and short preview of the email's content. With more people checking emails on mobile phones, where screens are small, keeping things short ensures that important details are seen without scrolling, which boosts the chance of getting noticed.
A well-crafted preheader invites recipients to open the email. But if it's too long, people might lose interest and skip it. So, keeping preheaders brief is key to grabbing attention and getting recipients to take action.
It's essential to avoid irrelevant information in preheaders to maintain clarity and engagement in email marketing. Here's why it matters:
The length of the text differs based on the device and the email client the recipient uses.
As a general guideline, the character restriction for email preheaders can vary from approximately 40 to 130 characters. This spectrum guarantees that your email preview text displays suitably in desktop and mobile email clients.
Here is the table of character references that can help assess the length of the preview text.
Source: <Email on Acid>
Personalization is a cornerstone of successful email marketing, enabling businesses to connect with subscribers on a personal level. Incorporating personal touches like addressing recipients by name, referencing past purchases, and tailoring content based on behavioral data can significantly boost email engagement and response rates. Here are some of the methods with examples:
1. Recipient’s Name: Address recipients by their first name. For example:
2. Past Purchase History: Reference recent purchases or recommend related products based on the recipient's buying behavior.
Of course, personalization in email marketing offers the opportunity to create tailored experiences that resonate with recipients. However, it's essential to strike the right balance and approach personalization with care. Here are some key dos and don'ts to keep in mind when implementing personalization strategies in your email campaigns:
Dos:
Don’ts:
As a fundamental aspect of email marketing, A/B testing is crucial for evaluating the effectiveness of preheaders. This method compares two versions to determine which resonates better with the audience. Through A/B tests, marketers gain valuable insights into recipient preferences, refining preheader strategies for enhanced engagement and conversion rates.
Source <MediaInfoline>
To enhance the effectiveness of preheaders, marketers can employ strategic testing of key elements listed here:
By systematically testing these elements, marketers can pinpoint which variations generate the highest levels of audience interest and response, ultimately refining preheader strategies for improved email effectiveness.
Testing and optimizing preheaders isn't a one-time thing. It's an ongoing process aimed at improving how well preheaders work. Continuous optimization helps marketers keep up with what audiences like, changes in the industry, and new technology. By looking at data regularly, trying out new ideas, and learning from A/B testing, marketers make sure their preheaders keep grabbing attention and getting people to take action.
With the majority of email users accessing their inboxes on mobile devices, the significance of mobile email engagement cannot be overstated. Marketers must acknowledge this trend and prioritize mobile optimization to effectively connect with their audience.
To ensure that preheaders are compatible with mobile devices, several key considerations should be taken into account:
Responsive design is crucial for ensuring that preheaders adjust smoothly to various mobile devices and email platforms. By applying responsive design principles, marketers guarantee that preheaders appear well across different screen sizes, resolutions, and orientations. Furthermore, preheader text should be formatted to ensure clear readability on mobile devices, enhancing the overall user experience.
By emphasizing mobile-friendly preheaders and employing responsive design strategies, marketers can effectively connect with their audience across all devices, resulting in higher email open rates and enhanced campaign performance.
Example1
Real-life examples provide valuable insights into crafting effective preheaders. Take, for instance, Grammarly Inside Header: "Inside: your weekly stats +45% off Premium - make sure you're logged into Grammarly."
This preheader stands out for its clarity and brevity. The preheader communicates the recipient's weekly stats, offers a tempting 45% discount on Grammarly Premium, and reminds users to log in. This concise yet informative message provides immediate value and creates a sense of urgency with the limited-time discount offer. Using "your" adds a personalized touch, making the message feel tailored to the individual recipient.
Source <EmailOnAcid>
Example 2
A different example of a preheader made by Marshalls follows LUXE for *fa la la la* less! ‘Gifts that’ll get you on their Nice list. Marshalls’ preheader example is not only attention-grabbing but also along with the subject line makes it humorous. It uses a catchy and festive tone with the use of "fa la la la" and "Nice list," capturing the reader's attention and evoking interest. The use of symbols like the star emoji and the asterisks adds visual interest and draws the eye to the preheader in a crowded inbox. Lastly, the preheader hints at exclusive or desirable items, encouraging recipients to open the email to discover the curated selection of gifts available, thereby increasing engagement and potential sales.
Source: <Omnisend>
Example 3
This example from Buffalo Audubon Society: “Giving Tuesday is here! Tracy, today is giving Tuesday! We have a goal to reach 2500 dollars today” effectively grabs the reader's attention by emphasizing urgency and personalization. It immediately communicates the purpose of the email and encourages the recipient, Tracy, to take action. Stating a specific fundraising goal, motivates Tracy to contribute towards achieving the target amount.
Source: <Omnisend>
In conclusion, email preheaders serve as secondary hooks that entice recipients to open emails by providing a glimpse into the content. They significantly impact open rates and engagement, making them integral to any email marketing strategy.
To master the art of crafting compelling email preheaders, it's essential to follow these five fundamental best practices:
In essence, mastering the art of email preheaders requires attention to detail, strategic thinking, and continuous optimization. By following these best practices and understanding the pivotal role of preheaders in email marketing, marketers can unlock the full potential of this essential element and achieve greater success in their campaigns.