The crucial element in Email Marketing: the preheader
Posted: Tue Dec 03, 2024 10:20 am
Without a doubt, when it comes to Email Marketing , we can say that the subject line and the preheader are considered two of the most important parts of Email Marketing, and of email in general.
You might be wondering why.
Easy: simply because both elements determine what the user is going to do next. In other words, they are the gateway to the email. While it is true, we must recognize that, although both have a fairly similar function within Email Marketing (which will undoubtedly determine whether the subscriber chooses to click -or not- on the email), it is undeniable to recognize that the subject line always comes first.
However, in today's article we are going to focus on analyzing what is -we could say- the second most decisive element in Email Marketing: the preheader (or the first line of the body of the message).
Preheader: key in the Email Marketing strategy
We can define the preheader as the first line written in the body text of the email, the one that - in the email preview or in the email inbox - appears next to the subject line (either below or to the right, depending on the screen size where you are accessing the email, changing the visible format from mobile to desktop).
And, without a doubt, it is a tremendously necessary element to achieve an increase in the opening rate of mass emails.
Below, we are going to share with you a series of tips that will gradually improve your campaigns.
Yes! As we have told you before: in Email Marketing it is not enough to focus on just one element, we must take into account the strategies and tips that revolve around albania business email list each and every one of the elements that make up the technique (such as CTA, subject line, preheader, audiovisual elements, database, etc.) and combine them all, in such a way that we achieve an incremental improvement at a global level.
#ctaText??# When is the best time to launch Email Marketing campaigns?
Tips to keep in mind in the preheader:
1.- Reveal the real benefit of the content at the beginning:
In a world that moves at such a fast pace as today's, users like to make the most of their time (and not waste it) when it comes to receiving information. We prefer brands to get straight to the point with us. Without a doubt, the preheader can help us achieve this goal and add value to the message in question, in a way as simple as revealing in a few words what we want to communicate in our message.
However, you will need to spend time choosing your words, carefully considering them, to hit the nail on the head. Remember that you will have very few characters and very few seconds to convince the user to choose your email, compared to all the others in their inbox. So… play your cards ( or words
) well!
2.- Ask obvious questions that highlight the benefit:
Another tip you can adopt, and which is undoubtedly highly effective, is to use the preheader to formulate a question that makes the answer evident, and that thus clearly conveys the benefit that, as a brand, you want to convey and communicate to your community.
In this way, you will also save the user's time (*see previous point), since the user will easily understand what you are trying to communicate to them.
4.- Use emojis:
Emojis (the same ones that are so popular these days) add color and joy to the message, making the user pay more attention to that email than to the rest (since it is presented as something different from the rest, and has a different visual aesthetic). The only thing we want to comment on in relation to this (as advice), is that -if you are going to use them- do so by placing them at the beginning of the preheader (better than at the end), since you will make them stand out more and you will not run the risk of it being cut off when adjusting to mobile format by the email application.
#ctaText??# What is DMARC and how can it protect your business from phishing?
However, remember that emojis today are much more than just a happy face. Let your imagination run wild and discover the most original emojis!
Finally, before we finish our article today, we want to tell you one last important thing: email applications will cut the preheader text to fit the screen in question on the device, so - before sending - you should take this into account, since you need to pay attention and confirm that your content will not be cut off. Or that, if it is, at least it will not make the sentence you are trying to communicate meaningless.
You might be wondering why.
Easy: simply because both elements determine what the user is going to do next. In other words, they are the gateway to the email. While it is true, we must recognize that, although both have a fairly similar function within Email Marketing (which will undoubtedly determine whether the subscriber chooses to click -or not- on the email), it is undeniable to recognize that the subject line always comes first.
However, in today's article we are going to focus on analyzing what is -we could say- the second most decisive element in Email Marketing: the preheader (or the first line of the body of the message).
Preheader: key in the Email Marketing strategy
We can define the preheader as the first line written in the body text of the email, the one that - in the email preview or in the email inbox - appears next to the subject line (either below or to the right, depending on the screen size where you are accessing the email, changing the visible format from mobile to desktop).
And, without a doubt, it is a tremendously necessary element to achieve an increase in the opening rate of mass emails.
Below, we are going to share with you a series of tips that will gradually improve your campaigns.
Yes! As we have told you before: in Email Marketing it is not enough to focus on just one element, we must take into account the strategies and tips that revolve around albania business email list each and every one of the elements that make up the technique (such as CTA, subject line, preheader, audiovisual elements, database, etc.) and combine them all, in such a way that we achieve an incremental improvement at a global level.
#ctaText??# When is the best time to launch Email Marketing campaigns?
Tips to keep in mind in the preheader:
1.- Reveal the real benefit of the content at the beginning:
In a world that moves at such a fast pace as today's, users like to make the most of their time (and not waste it) when it comes to receiving information. We prefer brands to get straight to the point with us. Without a doubt, the preheader can help us achieve this goal and add value to the message in question, in a way as simple as revealing in a few words what we want to communicate in our message.
However, you will need to spend time choosing your words, carefully considering them, to hit the nail on the head. Remember that you will have very few characters and very few seconds to convince the user to choose your email, compared to all the others in their inbox. So… play your cards ( or words
) well!2.- Ask obvious questions that highlight the benefit:
Another tip you can adopt, and which is undoubtedly highly effective, is to use the preheader to formulate a question that makes the answer evident, and that thus clearly conveys the benefit that, as a brand, you want to convey and communicate to your community.
In this way, you will also save the user's time (*see previous point), since the user will easily understand what you are trying to communicate to them.
4.- Use emojis:
Emojis (the same ones that are so popular these days) add color and joy to the message, making the user pay more attention to that email than to the rest (since it is presented as something different from the rest, and has a different visual aesthetic). The only thing we want to comment on in relation to this (as advice), is that -if you are going to use them- do so by placing them at the beginning of the preheader (better than at the end), since you will make them stand out more and you will not run the risk of it being cut off when adjusting to mobile format by the email application.
#ctaText??# What is DMARC and how can it protect your business from phishing?
However, remember that emojis today are much more than just a happy face. Let your imagination run wild and discover the most original emojis!
Finally, before we finish our article today, we want to tell you one last important thing: email applications will cut the preheader text to fit the screen in question on the device, so - before sending - you should take this into account, since you need to pay attention and confirm that your content will not be cut off. Or that, if it is, at least it will not make the sentence you are trying to communicate meaningless.