What is an Email Pre-Header and When Should You Use Them?

what is an email preheader and when should you use them 1

Email marketing has been around for decades, yet it remains one of the most effective ways to reach and engage your audience. However, with so much competition in your subscribers' inboxes, you need to take every opportunity to make your emails stand out. Enter the email preheader – a small but powerful tool that can increase open rates and engagement. In this article, we'll explore what an email preheader is, why it's important in email marketing, and best practices for using them effectively. Let's dive in!

What Is a Preheader?

An email preheader, also known as a preview text or snippet, is a small piece of text that appears next to or below the subject line in most email clients. Its purpose is to give your subscribers a sneak peek into what's inside your email and entice them to open it.

Preheaders typically display the first 50-100 characters of the email content, so you need to make every word count. They should provide additional context to complement your subject line and motivate recipients to take action.

Think of it as an extension of your subject line – use it creatively! You can ask a compelling question, tease an exciting offer, or provide more details about the content inside your email. But be careful not to repeat what's already said in your subject line - this will only waste valuable real estate!

Keep in mind that preheaders are also important for mobile users who may see them before opening your message fully. So optimizing them for both desktop and mobile devices is crucial for getting maximum engagement from all subscribers regardless of their device preference.

Why Is a Preheader Important in Email Marketing?

When it comes to email marketing, the preheader is an often overlooked yet incredibly important element of your email campaign. In fact, a well-written preheader can make all the difference in whether or not someone decides to open your email.

First and foremost, the preheader gives your subscribers a sneak peek into what they can expect from your email. It's essentially a summary of what's inside without giving away too much information. This allows subscribers to quickly determine if opening the email is worth their time or not.

In addition, preheaders are also used as part of inbox previews which give recipients a preview of your message before ever opening it. This means that if you've crafted an enticing preheader that grabs attention and piques interest, chances are high for increased open rates.

Another benefit of using a preheader is that it provides additional real estate within the inbox for marketers to promote their brand messaging further - whether through incentivizing offers or highlighting key benefits/features.

When used effectively, preheaders can significantly improve engagement with your audience and ultimately lead to higher conversion rates for businesses looking to drive revenue through effective email campaigns.

what is an email preheader and when should you use them

Preheader Best Practices

Preheader best practices can significantly impact the success of your email marketing campaigns. The preheader is the short snippet of text that appears below or beside the subject line in an email inbox, providing a preview of what recipients can expect from an email.

1. Length

When it comes to the length of your email preheader, shorter is usually better. In fact, many experts recommend keeping it under 100 characters. This ensures that the most important information is visible in both desktop and mobile devices.

A short and concise preheader also entices readers to open your email by leaving them curious about what’s inside. Remember that people receive dozens or even hundreds of emails every day, so standing out from the crowd is essential.

However, don’t sacrifice clarity for brevity. Your preheader should still accurately reflect the content of your email while being attention-grabbing.

It’s also important to test different lengths to see what works best for your audience. Some may respond better to longer preheaders with more detail, whereas others may prefer a quick teaser.

Ultimately, finding the right balance between length and effectiveness will help you create compelling email campaigns that drive engagement and conversions.

2. CTA

The Call-to-Action (CTA) is a crucial element of your preheader. It is what prompts the reader to take action and engage with your email. A well-crafted CTA can increase click-through rates and drive conversions.

When creating a CTA, make sure it is clear and concise. Use action-oriented language that conveys urgency, such as "Shop Now" or "Limited Time Offer". Avoid generic phrases like "Learn More" or "Click Here".

It's also important to consider the placement of your CTA within the preheader. Ideally, it should be located near the beginning so that readers can easily spot it without having to scroll down.

Another tip for optimizing your CTA is to use contrasting colors that stand out from the rest of the email content. This draws attention to the button and makes it more likely for readers to click on it.

Remember, your preheader serves as a preview for what's inside your email. By including a strong call-to-action in your preheader, you're giving readers an added incentive to open and engage with your message.

3. Incentivize your audience

When it comes to email marketing, incentivizing your audience is a great way to boost open rates and conversions. One effective way to do this is by offering exclusive deals or discounts in your preheader text.

By providing an incentive, you're giving readers a reason to click through and engage with your email content. This can be particularly useful for promoting new products or services, as well as encouraging repeat business from existing customers.

It's important to make sure that the incentive you offer aligns with your brand and appeals to your target audience. For example, if you run a health food store, offering a discount on organic produce may be more effective than offering discounted junk food.

Another approach is to tease exciting content within the email itself. For instance, if you're launching a new product line or hosting an event, use the preheader text to give readers a sneak peek of what they can expect in the email body.

Incentivizing your audience through careful use of preheader text can help increase engagement with your emails and drive more conversions for your business.

4. Summarize the body

The preheader is a vital part of an email marketing campaign, acting as the teaser or preview of what's to come. A well-crafted preheader can entice readers to open your email and take action.

One best practice for creating effective preheaders is to summarize the body of your email. This means providing a concise overview of the main message or offer within your email that encourages recipients to engage further.

When summarizing the body, keep in mind that brevity is key. Stick to only one or two sentences at most, highlighting the most important information without giving away too much detail. This gives readers just enough information to understand what's inside while still leaving them curious and eager for more.

Another tip for summarizing the body in your preheader is using strong action words and power phrases. These create a sense of urgency and encourage immediate engagement with your content.

Summarizing the body effectively in your preheader can make all the difference in driving opens and conversions from your target audience.

5. Personalization

Personalization is a crucial aspect of email marketing, and it extends to your preheader too. By including personalized information in the preheader, you can make your subscribers feel valued and increase the chances of them opening your email.

One way to personalize your preheader is by including the subscriber's name in it. Using merge tags (e.g., "Hi {{First Name}}, check out our latest offers"), you can customize the greeting for each individual subscriber.

Another way to add personalization is by segmenting your list based on user behavior or preferences. For instance, if a subscriber has shown an interest in a particular product category, you could include that category name in their preheader (e.g., "New arrivals in Women's Fashion - just for you!").

You could also use previous purchase history or location data to tailor your preheaders. For example, if someone recently bought running shoes from your store, you might include "Get ready for race day with our latest running gear" as their preheader.

Personalizing your email preheaders may seem like a small detail, but it shows that you care about providing relevant content to each individual subscriber. This approach can result in higher open rates and more engaged customers overall.

Entice Readers with Your Preheader

A preheader can make or break your email marketing campaign. It's that important! By using the best practices we've outlined here - keeping it short and sweet, including a clear CTA, incentivizing your audience, summarizing the body of your email, and personalizing as much as possible -you'll be well on your way to creating impactful preheaders.

But remember: don't stop with just creating a good preheader. Entice readers with it! Make them want to click through and read more of what you have to say. Use active language, ask intriguing questions, and give them a reason to care about what's inside.

With these tips in mind, you'll be well-equipped to create effective email preheaders that boost engagement rates and drive conversions for your business. So go forth and start crafting those killer subject lines today!

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