E mail topic traces are probably the most essential components of your e mail marketing campaign.
With no good topic line, why would somebody open your e mail? No open, no click on…and one other spherical of ideation, design, copywriting, proofing, coding, and testing thrown out the window.
However a good topic line just isn’t the one a part of the inbox envelope that may assist get that open. Most corporations miss out on a secret weapon—and a few candy actual property proper subsequent door: The e-mail preheader textual content. As a substitute, they’re following their topic traces with the uninspiring “view in internet browser” or different technical phrases.
The issue with ignoring e mail preheader textual content is that you simply’re in all probability lacking out on increased open and click on charges. One of the best e mail entrepreneurs maximize each inch of their e mail advertising and marketing campaigns. Right here’s why it’s value exhibiting your e mail preheader textual content some love to your subsequent e mail marketing campaign:
What’s e mail preheader textual content?
E mail preheader textual content (abbreviated as PHT) is the road of copy that seems in your inbox proper after the topic line. The place it seems varies based mostly on the inbox supplier—for instance, in Gmail, it seems as a lighter, grey line of textual content both under (within the app) or to the fitting (on desktop).
Listed here are a view examples from Gmail exhibiting manufacturers that know precisely tips on how to reap the benefits of e mail preheader textual content:
This conference is left over from one of many staples of junk mail: The Johnson field. This can be a line of textual content on the prime of most junk mail that may be seen by the clear pane of an envelope. Appears to be like like some points of promoting by no means change, huh?
E mail preheader textual content vs. e mail preview textual content
You could have heard e mail preheader textual content known as “e mail preview textual content.” And whereas they’re typically used interchangeably, there’s a refined distinction: E mail preview textual content is what seems within the inbox, whereas preheader textual content is what seems on the prime of your e mail within the code (earlier than the header…therefore, preheader).
Whereas there are some cases the place you’ll maintain your preheader and preview textual content totally different (extra on this under), for many e mail advertising and marketing campaigns, they’re the identical. That’s why you’ll see of us use the phrases interchangeably.
Why you shouldn’t skip writing e mail preview textual content
In the event you don’t write an e mail preview textual content, the mailbox supplier will pull the primary line of textual content out of your e mail physique. That is the place the excellence between preview textual content and preheader textual content is available in—you possibly can set your preheader textual content to be hidden, however your preview textual content will all the time seem. Under your rigorously optimized topic line chosen by rounds of A/B testing, a subscriber may see “Can’t learn this e mail? View within the browser,” an unsubscribe line, random code, or typically even a URL.
In different phrases, it may be a serious missed alternative should you don’t write e mail preview textual content:
The topic line and preheader textual content proven above don’t give the subscriber a compelling purpose to open this e mail. The person can’t even inform the place she or he may have the ability to win a visit. Timbuktu? Tahiti? Tasmania? Turkmenistan? It’s a waste of prime actual property.
Repeating your topic line textual content (as proven under) received’t win you any factors, both. It’s a waste of area and a waste of phrases.
Including e mail preview textual content in your e mail service supplier (ESP) is often very straightforward. It’s typically simply one other subject proper subsequent to the topic line. Right here’s a fast animation exhibiting how straightforward it’s to do utilizing Mailjet by Sinch as your ESP. If together with preview textual content in your campaigns, is this straightforward, why skip it?
In case your emails use custom-coded templates, you possibly can nonetheless add e mail preview textual content. Right here’s tips on how to write HTML or CSS code for e mail preheader textual content to make sure your finest advertising and marketing messages present up in your subscribers’ inboxes.
How lengthy ought to your e mail preheader textual content be?
Your favourite e mail advertising and marketing reply: It relies upon.
Character limits differ by e mail shopper, gadget, and model (naturally), so that you’ll need to discover a center floor together with your preheader textual content or optimize based mostly on which e mail shoppers your subscribers use probably the most. For instance, when you’ve got principally Outlook customers, you’ll need to maintain your PHT to not more than 50 characters, however the iOS Mail App permits for 84. Use this chart as a useful reference for the variety of characters you could have out there:
In the identical means that topic traces must be brief and to the purpose, maintain your preheader textual content as tight as attainable. Right here’s what a extremely optimized preheader textual content can do to your e mail marketing campaign:
10 examples of efficient e mail preheader textual content to extend open charges
So, what must you write in your e mail preheader? Listed here are ten issues you are able to do to boost the message of your lonely topic line and produce extra opens and engagement so your e mail content material can shine:
1. Present key particulars
Topic traces can solely be so lengthy. Preheader textual content offers you additional room for at the very least one juicy element—like precisely what’s on sale or some effective print in your provide. It’s an opportunity to provide a complementary message that drives dwelling precisely what your e mail is about and why somebody ought to open it within the first place.
For instance:
- Topic line: Valentine’s Day footwear sale
- Preheader textual content: Save an additional 10% in-store
The preheader provides an incentivizing element, past simply the sale announcement.
2. Elaborate or broaden on the topic line
Some emails, particularly newsletters, are usually longer and contact on a number of subjects. For a topic line, there’s no good technique to tackle the whole lot. That’s disappointing as a result of, for various subscribers, any one of many subjects might be what compels them to open the e-mail.
E mail preview textual content offers you the additional room you want to match that data in.
- Topic line: Meet the brand new CEO at an upcoming occasion
- Preheader textual content: Plus, tips on how to use the brand new HR software program
This instance could be for an inside workers e-newsletter. However the concept is, within the topic, you discover out that the brand new CEO is at an upcoming occasion, and the preheader offers helpful details about a special subject.
3. Tease an incentive within the preheader textual content
One of many nice methods to make use of preheaders is to play it towards the topic line. Each of them tease the curiosity of the subscriber, however the preheader simply will increase the urge to open. As a substitute of including extra particulars, tickle their curiosity or their sense of FOMO so they only have to open.
In advertising and marketing terminology, the topic states the issue, and the preheader agitates it.
- Topic line: Our greatest criticism from householders
- Preheader textual content: Do that one factor to keep away from the issue
On this instance, recipients are made to surprise what householders complain about probably the most to this enterprise. However then, should you don’t take some particular motion, you’ll be complaining about it too! What’s it?? The preheader will increase that want to know.
4. Personalize the preview textual content
Personalization must be an ongoing a part of your e mail advertising and marketing technique. And in sure conditions, you should utilize it within the topic line or preheader textual content.
The thought is to assist the subscriber really feel like this e mail is only for them—as a result of you already know them and their private wants.
- Topic line: Want some sunscreen to your boating journey?
- Preheader textual content: We’ve received you lined, Dave
This personalization is predicated on previous buy conduct and incorporates the subscriber’s first title. This buyer, “Dave,” purchased one thing associated to boating within the current previous, so the corporate can assume that Dave likes to exit boating within the heat climate. Meaning Dave will want some sunscreen.
If your organization is amassing previous buy data and is aware of some pursuits and preferences to your clients, you should utilize personalization like this to talk extra on to their wants.
5. Present your humorousness
Humor could be powerful in advertising and marketing, however when it really works, it really works nicely. The preheader can act as type of a punchline to no matter seems within the topic line.
You may use this once you don’t need to spell out precisely what’s within the e mail, however need to use curiosity in a extra inventive and enjoyable means. As a substitute of stating an issue and utilizing the preheader to agitate it, you’re reducing obstacles and resistance. That is what e mail advertising and marketing humor does finest.
One other means to have a look at humor is to let it stream out of your character. In the event you’re a trusted supply to your subscribers (which you need to be), humor can stream out of that fairly naturally.
- Topic line: Y’all, we’re breaking the web
- Preheader textual content:: However who wanted it anyway?
Once more, that is mainly a model of curiosity. Why are they breaking the web? And the preheader punchline simply provides to the intrigue. Credit score for this topic goes to Kim Phillips.
6. Ask a query
There are at the very least 5 methods to make use of curiosity in any sort of gross sales copy.
- Suggest you could have data the reader doesn’t have
- Suggest they used to know one thing they’ve since forgotten
- Violate expectations
- Begin a sequence or story, however don’t end it
- Ask a query that features curiosity
The instance above about breaking the web makes use of quantity three. “Breaking the web” violates expectations for what ought to occur in regular life. So, it makes us curious.
However any good query does the identical factor—it have to be a query that the subscriber simply can not depart unanswered. One thing that goes past a yes-no dichotomy. Don’t ask a query subscribers can simply skip, akin to, “Need to hear about our sale?” They might simply say, “Nope.”
As a substitute, strive one thing that invitations curiosity, like:
- Topic line: Jen boosted her conversions by 84%
- Preheader textual content: How do you suppose she did it?
You may put the query within the topic, after which add intrigue within the e mail preview textual content. Or vice versa.
7. Add a way of urgency
This tried-and-true advertising and marketing technique is simpler to make use of with an e mail preheader, as a result of now you don’t must cram the entire message in a single topic line.
- Topic line: 50% off this weekend
- Preheader textual content: However just for the primary 100 clients
Urgency can come from time deadlines, restricted provides, restricted openings, peer strain, concern of lacking out, and a number of other different sources.
8. Embrace a call-to-action
Generally, the provide is the rationale to open the e-mail. So moderately than beat across the bush with curiosity and intrigue, simply give it to them straight and make them open it by placing the CTA proper within the e mail preview textual content.
- Topic line: 3 new flavors now in inventory
- Preheader textual content: Purchase all 3, and get 3 extra free
The topic line publicizes the information—and it’s excellent news—however the e mail preheader offers the rationale to open the e-mail, a spectacular provide introduced as a call-to-action.
9. Use preheader textual content for branding
Right here, you’re trying to remain on the minds of your subscribers whether or not they open the e-mail or not. The issue with curiosity topics and preheaders is that for the individuals who don’t open them, except your sender title is your organization title, they could not even know who the e-mail was from.
For instance:
- Topic line: Are you prepared for Christmas?
- Preheader textual content: Come to BigStore earlier than it’s too late
Even for subscribers who don’t open that exact e mail, BigStore has reminded everybody on their e mail checklist that BigStore exists, and that they’re an important selection for Christmas procuring. It crops a seed. Very similar to a show advert, billboard, or sure TV commercials can do.
10. Use emojis in preview textual content
Lastly, you should utilize emojis in your preheader textual content merely to attract consideration to your e mail among the many 1000’s of others crowding the inbox. You shouldn’t do that each time, however it may be an efficient instrument when used nicely.
For instance:
- Topic line: Final likelihood to buy 60% off
- Preheader textual content: 🚨Our sale ends tonight! 🚨
In your preheader, embody an emoji’s HTML entity within the e mail’s code, for instance, 🍔 for the cheeseburger( ) emoji in your HTML tag.
Right here’s extra on utilizing emojis in emails, together with in e mail preheader textual content.
5 e mail preheader finest practices that get increased open charges
Just a few do’s and don’ts as you craft good e mail preheader textual content to your subsequent e mail marketing campaign—ones that enhance open charges and assist your click-through charges:
1. Don’t simply repeat the topic line
Preheaders and topic traces are complementary. You wouldn’t repeat your topic line, e mail header, physique copy, and CTA, so don’t repeat together with your preheader textual content, both. Make it go collectively:
- Topic line: Early entry to party-ready favorites begins now.
- Preheader textual content: Join texts to buy earlier than anybody else.
A technique or one other, they should play off one another. As a substitute of repeating your topic line (or remixing it), use this area to your benefit.
2. Don’t use the identical preheader textual content in each e mail
As tempting as it could be to “set it and overlook it,” deal with your preheader textual content like a second topic line. In the event you maintain repeating, subscribers will rapidly catch on and start to disregard it. That is only a totally different model of “view in internet browser.” In some circumstances, it’ll work. However more often than not, it received’t even make sense.
3. Do use the suitable preheader size
As we talked about above, you need to ensure you’re optimizing for the fitting variety of characters in your preheaders. In any other case, you’ll be again at “view in browser.”
In case your topic and preheader mix to have fewer characters than the e-mail inbox will present, then on the finish of preheader textual content, your subscribers will as soon as once more be greeted with regardless of the first line of textual content is in your e mail. Equally, too lengthy and also you’ll reduce off your message with an ellipsis. All that effort might be for nothing!
4. Do put essential data first
Due to size limitations on totally different units—significantly cellular units such because the iPhone the place a good portion of your emails might be opened—you need to put crucial preheader data first, understanding that the tip of it would get reduce off.
5. Do disguise longer preheader textual content within the precise e mail
Be sure to disguise the preview textual content should you’re coding your emails, since you don’t need to dissipate useful area on cellular units by having the preheader textual content present up twice—within the preheader and the e-mail.
Earlier than you draw back from hidden code for deliverability causes, know that it’s far more widespread now, and so long as you’re not hiding spammy phrases or different shady components in your code, you need to be okay to cover your preheader textual content.
Easy methods to add preheader textual content to your subsequent e mail marketing campaign
There are two methods so as to add preheader textual content to an e mail marketing campaign:
- Code seen or hidden preheader textual content to your e mail code.
- Add your e mail preview textual content straight together with your ESP. Whereas each ESP is totally different, however many provide a spot within the marketing campaign setup stream so as to add your preview textual content (often after you write the copy for the e-mail’s topic line.)
Optimize inbox show with E mail on Acid
In the event you overlook about it once you’re coding or constructing in your ESP, you can too add preheader textual content throughout the Inbox Show step of Marketing campaign Precheck from Sinch E mail on Acid.
Don’t neglect your topic line’s secret weapon once more. The Inbox Show step of our automated pre-send e mail guidelines exhibits how one can count on your topic line, preview textual content, and sender title will seem on the most well-liked e mail shoppers and units. You don’t have to know HTML to make use of the instrument, and the E mail on Acid platform makes it straightforward to repair any errors.
And that’s simply one of many some ways we can assist with e mail high quality assurance. Use the E mail on Acid platform to preview how your code renders on greater than 100 shoppers and stay units. With limitless e mail testing, you’ll all the time have the ability to put your finest e mail ahead.
Creator: The E mail on Acid Group
The E mail on Acid content material staff is made up of digital entrepreneurs, content material creators, and straight-up e mail geeks.
Join with us on LinkedIn, observe us on Fb, and tweet at @EmailonAcid on Twitter for extra candy stuff and nice convos on e mail advertising and marketing.
Creator: The E mail on Acid Group
The E mail on Acid content material staff is made up of digital entrepreneurs, content material creators, and straight-up e mail geeks.
Join with us on LinkedIn, observe us on Fb, and tweet at @EmailonAcid on Twitter for extra candy stuff and nice convos on e mail advertising and marketing.
