Email marketing has been a popular digital marketing strategy for years, and it remains an effective way to engage with customers and promote a business. However, with the number of emails being sent each day rising, it can be challenging to get your message noticed. This is where preheaders come in.
A preheader is a short summary or preview of the email content that appears after the subject line in an email client. It is also known as a preview text or snippet. Preheaders typically range from 60-100 characters and can be a powerful tool for increasing email open rates.
How preheaders impact open rates
The impact of preheaders on open rates cannot be overstated. Studies have shown that including a preheader can increase open rates by up to 30%. This is because preheaders provide additional information about the email content, which can entice the recipient to open the email. Here are three ways that preheaders can affect open rates.
1. They can enhance the clarity and relevance of the subject line
A well-crafted preheader can provide additional context and information about the email’s content. This can help the recipient understand the email and determine if it’s worth opening.
For example, if the subject line is “New Product Launch,” the preheader can add more detail, such as “Discover our latest product designed to help you save time and money.” Adding more information in the preheader makes recipients more likely to open the email and engage with the content.
2. They can be optimised for mobile devices
Preheaders are especially important for mobile email clients because they are often the first thing recipients see. Mobile devices typically display fewer characters for subject lines, so a preheader can provide additional information that would otherwise be cut off.
An optimised preheader for mobile can improve open rates. For example, “Exclusive offer inside – redeem now on your mobile device.” By optimising mobile device preheaders, recipients are more likely to open the email and engage with the content.
3. They can highlight a value proposition
The preheader is an opportunity to highlight the value proposition of the email. The value proposition is the primary benefit or reason why the recipient should open the email. A preheader highlighting the value proposition can entice recipients to open the email and act.
For example, “Get 20% off your next purchase – exclusive offer for our loyal customers.” By highlighting the value proposition in the preheader, recipients are more likely to engage with the content and take the desired action.
How to increase open rates with preheaders
A well-crafted preheader can make all the difference in whether an email gets opened or not. Here are some tips on how to use preheaders effectively:
Use a clear and concise message: The preheader should provide a clear and concise summary of the email content. It should be written to grab the reader’s attention and entice them to open the email. Avoid using vague or generic preheaders, as they can be easily ignored.
Include a call-to-action: Including a call-to-action (CTA) in the preheader can encourage recipients to open the email. The CTA should be short and compelling and should clearly communicate the benefit of opening the email. For example, “Get 20% off your next purchase” or “Limited time offer – act now!”.
Personalise the preheader: Personalisation is a powerful tool in email marketing and can also be applied to preheaders. Including the recipient’s name or other personalised information in the preheader can make the email feel more personal and relevant to the recipient.