Most of us are juggling many tasks with tight deadlines; we have to prioritize what we focus on when creating our email communications. Given that, we often focus on creating the perfect subject line, but the preheader text many times falls short of our attention. The preheader text is the snippet of copy on top of the email before your header.
Many emails tend to use that precious real estate for ‘View this email online’ with a link to the online or mobile version. With the multitude of emails we receive in our inboxes daily, you want to ensure you use every piece of valuable real estate within the email to break through the clutter.
Unfortunately very little creativity has been used with this element of an email.
Here are 4 tips to consider when you think about how to leverage your preheader text:
- Support your subject line, but DON’T repeat your subject line. If you can tie your from line, subject line and preheader text together you can really give a complete overview of why the recipient should engage with your communication. Below are two good representations of how these 3 elements works together:
- Keep in mind character count and length. Depending on the email client and the ‘view’ selected within that application, the preheader text will be displayed differently. Gmail shows about 100 characters for the subject line and preheader text collectively, so if you have a long subject line none of your preheader text will display. This number varies based on screen size. The iPhone displays about 140 characters in the horizontal view and close to 80 in the vertical view, regardless of subject length. Note, some email clients don’t even display the preheader text, except within the email.
- Consider placement. The pre-header text is meant to be a short summary that the subscriber can quickly glance at. If you make the pre-header text too long it defeats the purpose. Some marketers use marketing copy and functional copy. For example, the marketing focused text (call-to-action) is in the top left . This allows it to show up in the inbox. The more functional preheader text (such as add to your address book, view this online) should be in the top right corner, so it’s viewed when the email is opened and the recipient chooses to take that action. Here is an good example:
You can increase engagement (email opens and clicks) if you can get the from line, subject line and preheader text to work together. Here are some good and bad examples of how these 3 elements work in Gmail.
Be creative and test, test and test more!
Need email marketing and automation ideas? Call Lori at 877.447.0134.