Imagine your email is a stage, and the subject line is the grand entrance. But what if there was a sneak peek, a little teaser that could boost your audience’s curiosity even further? That’s where email preheaders step in. These often-overlooked snippets of text can significantly impact whether your message gets opened, or gets buried under a pile of unread emails.
Email preheaders are the short line of text that appears after the subject line in an email preview. Think of them as a sidekick to your subject line, providing context and sparking interest. While subject lines aim to grab attention, preheaders give you a chance to expand on that initial hook, adding more details. They’re like the trailer for your email, giving readers a glimpse of what awaits them inside. And used well, they can lift your email open rates.
What Exactly Are Email Preheaders?
Email preheaders, also known as Johnson boxes or preview text, are the first line of text in your email’s body, displayed alongside the subject line when viewed in most email clients. They’re like the small print on a movie poster, offering a more detailed glimpse of what to expect than the title alone. These short lines of copy act as extra persuasion, a way to refine your message and entice your reader to open your email.
You might be thinking, “Isn’t that just the email content?” Yes, and no. Preheaders are not part of the main body content. They’re designed to appear before the email opens. They act as a companion to the subject line and provide more information. They do not always have to align with the email’s opening line. In fact, many email marketers use a separate, hidden piece of text to craft an enticing preheader. This means you can craft text specific to the preview without cluttering the visible content.
A well-crafted preheader makes a difference. It can:
- Clarify the subject line: If your subject line is intriguing but vague, the preheader can provide much-needed context.
- Expand on your offer: If you’re running a promotion, the preheader can highlight a discount or a special deal.
- Create a sense of urgency: Phrases like “limited time offer” can encourage readers to act quickly.
- Personalize the message: If you use segmentation, you can use the preheader to make your email more personal.
- Increase curiosity: If you create a sense of mystery, you’ll make people want to see what’s inside.
The Science Behind Email Preheaders and Open Rates
Numbers do not lie. Research and studies back up the power of preheaders when it comes to open rates. While subject lines grab initial attention, the preheader is your chance to further captivate the reader and influence them to open your message.
Here’s a look at why preheaders matter:
- Increased Visibility: In a cluttered inbox, subject lines and preheaders are often the only parts of an email that are visible. By using preheaders strategically, you’re not just increasing visibility but also increasing the chances of your email being read.
- Improved Engagement: A compelling preheader can entice the reader to take the next step. This goes beyond just grabbing attention, leading to actual interactions with your content.
- Enhanced User Experience: Preheaders create a smoother email experience for your audience. They’ll know what to expect, and that makes them feel in control and more likely to engage.
- Data-Driven Insights: Tracking open rates with and without specific preheaders gives insights into what resonates with your audience. This data lets you refine your strategy and enhance future email campaigns.
So how exactly does the science work? A study from Litmus analyzed more than 10 billion emails to find that preheaders boost open rates by about 15%. They also found that emails that use preheaders generate about 15% more clicks. The impact of preheaders is not just a subjective feeling. It’s backed by solid data.
The reason why they work is simple, really. Think about the psychology of a reader scanning their inbox. They see the subject line, and then, if something piques their interest, they see the preheader. It’s like a one-two punch, the subject line sets the stage while the preheader reels them in. Readers see those preview texts and are either drawn in or not. And if your subject line was a bit vague, the preheader can clear the air.
A well-crafted preheader can lead to more opens and higher engagement. By using them well, you’ll see the positive impact on your campaigns.
Crafting Compelling Email Preheaders: Best Practices
Creating effective preheaders is a skill that combines a bit of strategy and an understanding of what makes people tick. Here are key practices to follow when creating your copy:
Keep it Short and Sweet
Like a haiku or a good tweet, the best preheaders are brief, with their goal being maximum impact with minimum length. Most email clients display only about 30 to 100 characters of preheader text. Depending on the device, anything beyond that gets cut off. So, make every single character count.
Here is what to remember about concision:
- Prioritize Key Information: Give the most vital information first. The beginning of the preheader is what’s most likely to get seen.
- Avoid Unnecessary Words: Remove all filler words that add nothing to the overall message. Get straight to the point.
- Adapt to Mobile: Since most people now use their phones for email, keep an eye on mobile views and trim for those.
A short preheader not only looks better but it also gets the key message across, quickly, in just a few words.
Complement Your Subject Line
A good preheader doesn’t simply repeat the subject line. It expands, offers something fresh, and works like a team. They work together to grab a reader’s attention and make them want to open the email.
Here is how to make your subject lines and preheaders work together:
- Add Depth: If the subject line sparks curiosity, the preheader should expand on it with specific details.
- Avoid Duplication: Repeating the same information in both is a waste of valuable real estate. Give unique information in each.
- Create a Story: The combination should create a story, or the beginning of one, that compels the reader to open the email to find the rest of the message.
By crafting the subject line and preheader in tandem, you make sure that they work together to maximize engagement.
Use Action-Oriented Language
Strong action words will drive the reader to act, and are key to pushing email open rates. They make your message come alive and create a sense of urgency. Use these verbs to create action:
- Start: Motivate immediate engagement.
- Discover: Pique curiosity about the content of your email.
- Unlock: Offer value and exclusivity in your message.
- Shop: Suggest a direct path to make a purchase.
- Claim: Create a sense of opportunity and time sensitivity.
By using such verbs, you create a feeling that makes people want to open your email right away.
Personalize Your Preheaders
Personalization is key in emails, and the preheader is no different. This approach makes your email feel relevant. It goes past generic greetings and reaches out to the reader in a personal way. Here is how to personalize your preheaders:
- Use Names: Use the recipient’s name. This makes the email feel more individual.
- Reference Past Interactions: Mention things that the user has done before, such as previous purchases or actions they took. This shows that you care and understand their relationship with you.
- Use Segmentation: Use audience data to craft the preheader to different people’s interests and preferences.
Personalized preheaders grab attention while building trust and connection with your readers.
Include Urgency or Scarcity
The fear of missing out, or FOMO, is a powerful motivator. You can use urgency and scarcity in the preheader to push for immediate action. Here is how to do it:
- Time-Sensitive Offers: Phrases such as “limited-time” or “ends today” should convey urgency.
- Limited Quantity: If you have limited stock, make it clear in your preheader.
- Exclusive Deals: Use words such as “exclusive” or “member only” to show the special nature of your offer.
By using urgency and scarcity, you compel your readers to act fast and open your emails right away.
Test and Optimize
The best email marketers never stop testing, and preheaders should be no different. Constant improvement comes from experimenting with different styles. Here is how to test and optimize your email preheaders:
- A/B Testing: Send two versions of your email, each with a different preheader, to see what performs better.
- Track Performance: Keep track of your open rates, and note what works for different audience segments.
- Analyze Results: Use insights to refine future preheaders for better results.
Through testing, you discover what works best with your audience, and make decisions based on data and real feedback.
Preheader Mistakes to Avoid
Just as there are best practices, there are also common mistakes you must avoid. Knowing what not to do is just as important when crafting preheaders. Here are some mistakes to be mindful of:
Generic or Default Text
Some email systems automatically add the phrase “View this email in your browser” or “No images? Click here,” at the start of an email. These default messages do not add value. Make sure to replace these automatically added lines with well-written, relevant text that sparks the reader’s interest.
Repeating the Subject Line
Using the same wording in both the subject line and preheader is a missed opportunity. The preheader should offer new details and expand on what is in the subject line. If you repeat yourself, you’ll waste valuable space and likely lose the reader’s attention.
Forgetting Mobile Views
If your preheader is too long, it may get cut off on smaller screens, like those of mobile phones. This can make your preheader incomplete, thus, less impactful. Be sure to test your email on different devices and shorten your preheader when needed to accommodate various screens.
Not Using Any Preheader at All
Perhaps the biggest mistake you can make is ignoring the preheader completely. You have an opportunity to drive engagement, yet you waste it by neglecting this critical text. Always use the preheader as part of your email marketing strategy. It is your chance to make a great first impression.
Ignoring Testing
Not testing different preheaders will limit your potential. Testing lets you figure out what your audience reacts to best. It helps you improve your strategy and drives better open rates.
By avoiding these common mistakes, you will enhance the impact of your preheaders and boost the overall performance of your email campaigns.
How to Add Preheaders to Your Emails
Adding preheaders to your email is a straight forward process, but it depends on the email platform you use. Here are some general instructions to help you:
Hidden Preheader Text
Most platforms offer an option to create a hidden preheader, which means you can make a unique message to be displayed alongside your subject line without it appearing in the main email content. This allows for focused and relevant messaging.
Here is how to do it in some common email platforms:
- Mailchimp: In Mailchimp, you can add preheader text in the email builder’s settings. Look for the “Preview Text” or “Preheader” box when creating your email.
- Constant Contact: Constant Contact also includes an option to add preheader text. It’s usually found in the email header section or settings of the email editor.
- ActiveCampaign: In ActiveCampaign, you can usually find the preheader setting in the email builder. You’ll be able to add specific text for preview.
- Other Platforms: Most email providers such as HubSpot, Klaviyo, and Sendinblue have similar options. Check your platform’s documentation, or support pages, to find their specific instructions.
Regardless of your platform, the basic method is usually the same: find the preheader field or setting in the email editor, and simply enter the text you’d like to display.
HTML Implementation
If your email marketing platform does not have an obvious place to include your preheader, you can achieve this through HTML implementation. Using a hidden tag will let you create an invisible preheader text.
Here is how:
- Insert a specific code: Add this to the top of your email body
<div style="display:none; max-height:0px; overflow:hidden;">Your preheader text here</div> - Customize the text: Replace “Your preheader text here” with the preheader you want to use.
Be sure to test your email in many different email clients. That way, you are sure the hidden preheader appears as you intended.
Adding preheaders does not require that you know a lot of code. Most of the time, your email platform will have that feature available. But for the cases that don’t, HTML can help you achieve your goals.
Examples of Effective Email Preheaders
The best way to see how preheaders work is with great examples. Here are a few that stand out and why:
Example 1: The “Urgency” Approach
- Subject Line: Flash Sale – 50% Off!
- Preheader: Don’t miss out! Ends tonight.
This approach uses urgency to push action, it makes people want to open the email to see the promotion.
Example 2: The “Curiosity” Approach
- Subject Line: The Secret To Better Sleep
- Preheader: Hint: It’s not what you think!
This example uses a hint of mystery, thus, the reader will want to know the answer by opening the email.
Example 3: The “Personalized” Approach
- Subject Line: Exclusive Offer for You, [Name]
- Preheader: Because we know you loved the [Product]
Personalizing the message makes it feel more relevant to the user, so that they’re more likely to open it.
Example 4: The “Benefit” Approach
- Subject Line: Save Money This Summer
- Preheader: Free shipping for orders over $50
Highlighting a benefit, such as free shipping, gives the reader an incentive to read the message.
Example 5: The “Clarity” Approach
- Subject Line: Important Announcement
- Preheader: Read about the latest changes to our website.
Clarity in the preheader makes the subject line clear and encourages recipients to check out important updates.
These examples demonstrate different ways of making preheaders stand out and boost engagement.
Advanced Email Preheader Strategies
Beyond the basics, advanced strategies can take your preheader game to the next level. These approaches involve more precise tactics, with a strong understanding of email marketing:
Using Emojis
Emojis grab attention and add personality to your preheader. You may want to use them to reflect the content of your email, or to give a light, visual break. Here is what to keep in mind:
- Relevance: Be sure that your emojis match the content of your email.
- Limit Use: Avoid overuse as too many emojis may look cluttered and unprofessional.
- Client Compatibility: Remember that not all email clients display emojis the same. So it’s important to test.
Used wisely, emojis enhance your preheaders, grabbing attention in a visual way.
Dynamic Content
Dynamic content lets you personalize preheaders with data, which can make your message more relevant and effective. The preheader changes, based on things such as:
- User behavior: Show users different content based on their actions.
- Location: Customize content based on their physical location.
- Demographics: Tailor content according to characteristics such as age, gender, or job title.
Dynamic preheaders create a better user experience, as it delivers relevant content to your readers.
Strategic Use of White Space
White space is the empty space around text and other elements of a design, and can be strategically used in your preheader to attract attention. It is not a lack of content, but rather, a design element:
- Increase Readability: White space around your preheader makes it stand out from surrounding text.
- Guide Focus: Strategic use of whitespace draws the eye to important elements.
- Create Visual Hierarchy: Used well, white space creates a balance, making the email feel more inviting and less cluttered.
By using whitespace, you can ensure that your preheader pops, and is not overlooked by the reader.
These advanced strategies require planning, and a lot of testing. But they can greatly boost the effectiveness of your preheaders, ultimately boosting your email campaign.
Preheaders and Email Deliverability
Email deliverability refers to the ability of your messages to land in your recipients’ inbox and not in the spam folder. Though preheaders do not directly influence deliverability, they affect user engagement. This, indirectly, affects where your emails end up. Here’s how they’re related:
Engagement Metrics
High engagement (opens and clicks), signals to email providers that your content is relevant. This has a positive effect on your sender reputation, increasing the chance that your emails land in the inbox. Poor engagement, on the other hand, sends signals that your content is not valuable, which increases the chance that your emails are sent to the spam folder. Therefore, your preheaders should get people to open your emails and interact with your content.
Spam Filters
Though preheaders do not directly influence spam filters, low engagement can mark your email as undesirable, so the filter will see it as spam. Conversely, good open rates and positive interaction send strong signals that your emails are not spam, but something that users actually want to see.
Sender Reputation
Sender reputation is an important factor. Email providers track many factors, including open rates, click rates, and complaints to evaluate a sender’s reputation. Positive engagement (due to a good preheader) sends signals that your email is credible, thus, improves your reputation, and increases deliverability.
Therefore, although preheaders themselves do not directly decide where your emails go, the role that they play in user engagement impacts your chances of reaching the inbox. By using preheaders well, you’re not just driving open rates but also creating positive engagement. And this ultimately improves your email’s deliverability.
Email Preheaders: The Unsung Heroes
Email preheaders are the unsung heroes of email marketing. These little lines of text are like a handshake, the first point of engagement between you and your reader. They can boost your open rates. They can create a connection. They can increase the chances that the message you worked so hard on is going to get the attention that it deserves.
You’ve learned how to make them work for you. You now know that they’re not just something that you add as an afterthought. They are a critical piece of the puzzle. They’re not just text. They’re about engaging your reader. Crafting your message. And connecting to people in a meaningful way. It’s about testing. Refining. And always striving to be better than before. So now, it’s your turn. Go ahead, and create some excellent preheaders. They can help you make a difference.
