In the competitive world of email marketing, first impressions are everything.
How your email appears in the recipient’s inbox can make or break your campaign. That’s where preheaders and subject lines come into play—two small but mighty elements that can significantly boost your open rates.
Preheaders, the preview text that appears right below or beside the subject line, offer a sneak peek into the email’s content. While the subject line captures attention, a well-crafted preheader can seal the deal, enticing the reader to open your email.
Did you know that marketers who use effective preheaders can increase their open rates by an impressive 32.95%, according to a report by the Sender?
In this comprehensive blog post, we’ll explore how to create compelling preheaders that work in harmony with your subject lines to ensure your email campaigns succeed.
Let’s get started!
Table of Contents
What Is an Email Preheader?
An email preheader is the text line that appears in the mailbox following the email subject line.
The text displays differently based on the email client and the recipient’s device. Web email clients like Gmail and Outlook may truncate the preheader differently, impacting how effectively it communicates the email’s content to recipients.
Senders must understand how the preheader text will appear to recipients to deliver their offer effectively.
Please provide the next paragraph when you’re ready!
Here are Email preheader examples to give you an idea of how it looks:
Email preheaders and previews are displayed differently in different email clients, including Gmail, Outlook, Yahoo, and other mobile applications.
An effective preheader could grab attention and persuade individuals to read your emails like a clever subject line does. To increase reader engagement with your emails, utilize the preheader to pose a question.
Adopting the correct guidelines is crucial to creating successful preheaders that improve your emails.
The Importance of Email Preheaders
Inserting a valuable preheader in your email campaigns can increase the efficacy of your campaign. Before diving into the best email preheader examples, it’s important to understand why they matter.
Boosts open rates
In a survey, 22% of responders believed the email preheader was their primary motivation to open an email. Customizing preheaders can be done in a few seconds.
Email preheaders provide an opportunity to attract the attention and interest of your subscribers.
The performance is bound to peak if customized to emphasize value, build urgency, or tease a solution. So, create a message complimenting your subject line to pique the receiver’s interest and boost open rates
First impression
First impressions matter in email marketing. Compelling preheaders evoke curiosity, trust, or urgency, influencing recipients’ decision to engage with the email.
Moreover, services such as Alexa read preheaders aloud. Avoid unpleasant situations by avoiding generic information that might lead to an inadvertent voice reading error.
The info you show
The recipient’s email client will display whatever text fragments they discover at the opening of your email if you choose not to include a preview text.
The default preview text for email clients can be set to “View in a web browser” or “You can unsubscribe here.”
Such phrases will give the impression that your email is robotic and negatively impact the receiver. For this reason, make sure the email client doesn’t sabotage your chances of receiving more opens by using a preheader text.
Use your own text, take inspiration from the top email preheader examples, maintain precision, and keep it catchy.
Other tips for an effective email preheader:
- Be succinct and clear
- Showcase value and benefits
- Use pronouns like “you” or “your” to personalize the message and make it feel more conversational.
- Include a clear call-to-action (CTA)
- Compliment your subject line copy
Read also: What Is an Email Header? 6 Email Header Examples to Learn From
How to Craft Compelling Email Preheaders
Writing the greatest preheaders requires adhering to best practices. If you’re prepared to put in the time and effort, staying current on the newest trends will help you produce attention-grabbing headers that make your emails stand out.
Before moving on to the email preheader examples, these are some recommended principles to adhere to while writing one.
Optimal length
The optimal text length for a preheader varies depending on the recipient’s device and email client.
The screen ratio determines the email subject line and preheader length. Generally, the email preheader character limit can range between 30 and 130 characters.
This broad range ensures that your email’s preview text displays correctly in desktop and mobile email clients.
However, since different devices allow different visibility ratios, aiming for a preheader length between 30 and 50 characters is usually a safe bet.
Aligning preheaders with the subject line
It is a waste of space to convey the same idea repeatedly, and it might give the impression that your strategy needs to be more careful and active.
However, you can increase the impact of your email by aligning the preheader and the email’s subject line. They should be aligned to give a cohesive message if read together.
You must not repeat your subject line as in the previous text. However, it also shouldn’t be entirely different.
They should complement each other, expand on existing knowledge, or pique curiosity about the subject line. A solid subject line may increase the likelihood that recipients will open your email through the preheader.
Personalize email preheaders
Email marketing efforts have evolved beyond personalizing emails for recipients. However, their efficacy still holds firm. People tend to approach something quicker if they feel a personal touch.
Use their names, location, or region-specific language to inspire interaction. You can also notch up your efforts during target audience-specific festivals or birthdays.
This ensures that you care about the consumers and that your product/service will carry the same care and trust.
Develop a sense of urgency or FOMO
If anything is more effective than personalization, it is creating a sense of urgency in the reader. Another strategy to engage recipients is using humorous preview text, which can pique curiosity and encourage them to open the email.
Imagine you are searching for a specific email in the clutter of your inbox, and your eyes fall on a preheader that says, “Limited Time Deal” or “All Your Friends are Trying It!”
Such text can evoke a fear of missing out, significantly boosting your click-through and open rates.
Testing and optimizing preheaders
Testing and optimizing preheaders for diverse audiences is crucial for maximizing email engagement.
By experimenting with variations and analyzing performance metrics, businesses can tailor preheaders to resonate with specific segments, ultimately improving open rates and overall campaign effectiveness.
Read also: 315 Catchy Email Subject Lines For Any Occasion [2024]
Effective Email Preheader Examples
Writing an email preheader is a no-brainer once you’ve learned what works and what doesn’t.
Still, you’ll need to understand your audience’s psychological trigger. In this section, we’ve cited a few examples of how to write click-worthy copies.
Black Friday On Your Doorstep!
“FLAT 50% OFF SITEWIDE this Black Friday SALE!”
Rationale: Highlighting the festive discount for maximum effect.
Sale Extended for 24 Hours Only!
“Hurry! Offers End at Midnight. Grab Your Favorites Before They’re Gone.”
Rationale: Urgency prompts quick action before the deadline.
Breaking News for Fall Fashion 🍂
“Prices have plummeted, savings have hiked, as reported by our Fall Stylist!”
Rationale: Exclusive news creates anticipation for discounted items.
🕒 Tick-Tock! The Moment You’ve Been Waiting For Is Here
“The Countdown Is On – Get Ready for Exciting Surprises!”
Rationale: Countdown builds excitement for upcoming surprises.
Quick and Easy Living Space Arrangement Ideas! 🏡
“Transform Your Home with Simple and Practical Arrangement Tips!”
Rationale: Practical tips add value beyond sales pitches.
Elevate Your Evening Routine! ✨
“Upgrade Your Nightly Routine with Luxe Skincare – Indulge Tonight!”
Rationale: Promotes luxurious skincare for nightly self-care, emphasizing relaxation and indulgence.
Transform Your Designs Effortlessly 🌿
“Smarter Landscape Planning with AexaAI!”
Rationale: Positions the product as a valuable tool for architects and clients.
Let Your Imagination Soar!
“Tap into Creative Techniques and Ideas in Our Weekly Art Video Series”
Rationale: Inspires creative exploration through weekly art videos, fostering engagement.
Clean Slate, Clean Home – Our Newest Line is Here! 🌟
“Say Goodbye to Mess and Hello to Freshness with Our Latest Innovations – Explore Now!”
Rationale: Introduces fresh cleaning solutions, promising innovation and effectiveness.
Unwind in Style – Our Spa Magic Awaits! 💆♀️
“Revel the Bliss with Our Signature Spa Services – Your Ticket to Relaxation Awaits!”
Rationale: Offers luxury spa services for relaxation and rejuvenation, attracting discerning customers.
Read also: 71 Irresistible Webinar Email Subject Lines to Drive Engagement
How to Implement Email Preheaders in Your Marketing Strategy
Now that you know how to craft effective email preheaders, let’s see how to implement them. Incorporating email preheaders into your marketing strategy may require some tinkering.
Below, we discuss how to employ preheaders to maximize engagement and drive results.
Step 1: Select the right platform
Platforms such as EngageBay provide you with highly efficient tools as you begin your journey in email marketing.
When it comes to adding preheaders to email marketing campaigns, EngageBay offers an easy, understandable dashboard to do so.
Other solutions include using HubSpot, Constant Contact, and MailChimp to help increase the experience.
Step 2: Access email templates
Now is the time to click through to the email template section.
These platforms provide predesigned templates with separate boxes for the subject line and preheader.
Step 3: Craft compelling preheaders
Once you’ve chosen your favorite template, write a compelling and striking subject line and preheaders. Ensure you connect seamlessly with the subject line and the preheader while writing.
Keep preheaders under the character limit of 30 to 50 for proper visibility across various devices.
Common Pitfalls to Avoid
Avoid these common mistakes to ensure your email marketing campaigns stand out and engage your audience.
Repetitive content
Nobody wants to see the same thing twice! And this fact runs deep in marketing. In email marketing, ensuring you are back with something new with every email matters the most.
How you decide to hook your audience with every email depends on how you channel your knowledge about the market and interpret data from A/B testing.
Overly generic preheaders
Generic preheaders are just as good as repetitive ones. The recipient will immediately recognize a lazy hook and assign the product’s nature the same attribute.
Try giving content that resonates and engages the audience.
Ignoring mobile optimization
Test it for device visibility before sending out a particular piece. Make sure to optimize your content for smartphone visibility since most people nowadays like to check their emails on their phones.
Check out the email preheader examples to understand the length of the preheader that will fit the mobile view.
Read also: 37 Reminder Email Subject Lines That Get Results
How to Measure the Effectiveness of Your Email Preheaders
Measuring the performance of your email campaign will tell you what worked with the recipients and what didn’t.
Performance tracking and analysis equip you to adjust your campaign strategy for enhanced results.
You can take various approaches to measuring the effectiveness of your email preheaders. The first is through open rate analysis. Based on this, you can tell what type of preheaders are getting better open rates.
The same goes for A/B testing. Try different versions of a preheader and determine which ones resonate with your audience better.
Finally, analyze the click-through rate of your emails to measure how preheaders influence recipient actions beyond email opens.
Conclusion
In the ever-evolving landscape of email marketing, well-crafted email preheaders are indispensable. They are the gateway to capturing your audience’s attention and driving engagement.
By aligning preheaders with subject lines, personalizing content, and instilling urgency, businesses can captivate recipients and significantly boost engagement. Avoiding common pitfalls and continuously measuring effectiveness further enhances campaign success.
The email preheader examples cited in this article will give you a deeper understanding of this crucial element.
Small business owners should leverage these strategies to optimize their email marketing efforts, ensuring they remain relevant and effective in reaching and engaging their audience. Mastering the art of the preheader can be the key to unlocking unprecedented success in your email campaigns.
EngageBay is an all-in-one marketing, sales, and customer support software for small businesses, startups, and solopreneurs. You get email marketing, marketing automation, landing page and email templates, segmentation and personalization, sales pipelines, live chat, and more.
Sign up for free with EngageBay or book a demo with our experts.
Frequently Asked Questions (FAQ)
1. What is the difference between an email subject line and a preheader?
The subject line of an email is the headline of the whole content that everyone sees on the top.
Meanwhile, a preheader is what most marketers call a secondary subject line. It’s the pretext that provides a sneak into what’s inside.
2. How long should an email preheader be for optimal engagement?
Keeping your email preheader short is a good idea. Keep it between 30 to 50 characters to grab attention across devices effectively.
3. Can I use emojis in my email preheaders?
Yes, you can use emojis in your email preheaders.
4. How do email preheaders affect open rates?
Email preheaders tease the recipients of what’s inside the mail. If written well, it can significantly enhance the open rates of the email.
5. Are there any email clients that do not display preheaders?
Yes, there are email clients that do not display preheaders. Check in with the clients’ range of features and services before committing.
6. How often should I change my email preheader strategy?
Switch it up whenever you read about your performance shortcomings while measuring your campaign effectiveness. When you spot a trending email marketing trend, you need to follow it.
7. Can the effectiveness of email preheaders be measured? If so, how?
You can track your preheaders’ performance by checking open rates and running tests.
8. Should the email preheader complement or contrast the subject line for better results?
Email preheaders should always compliment your subject line as a value addition.
9. What are some common mistakes to avoid when writing email preheaders?
Avoid mistakes like using generic language or forgetting to optimize for mobile devices.
10. How can I personalize email preheaders for better recipient engagement?
Personalize your preheaders by addressing recipients by name or tailoring them to their interests for better engagement.
