The Power of the Preheader

Alex Mastrianni

Email marketers talk a lot about the importance of creating the perfect subject line. It’s a huge part of the email creation process, and one that has a major impact on whether or not your email is opened. Another major part? The preheader.

A preheader is the top section of your email message, the first couple of lines on your email, and the first section email recipients see. This is prime real estate when it comes to email marketing. Popular copy for this section has often been something along the lines of “Having trouble viewing this email? View our mobile version here,” or “Click here to download images.”

While helpful and direct, those couple of sentences might be getting in the way of increasing your opens and getting your message out there. Don’t waste these precious pixels with standardized marketing copy – use it to get your emails opened.

preheader_blog_picture_2013

Mandatory for Mobile

Here’s what your preheader looks like in your mobile device’s inbox:

With more people reading emails on mobile devices than on desktop computers, preheaders have gone from just being a good idea to being an essential part of the email. Not sure what to include in your preheader? Here are some suggestions:

  • Expand upon a discount or coupon
  • Summarize your main story in 1-2 sentences
  • Create urgency for event registration
  • Focus on the “what’s in it for me” factor of your email

Think about your preheader as the addendum for your subject line. If your subject line could be longer than 30 characters, what would you say to get readers to open? Give your readers another reason to say yes to your email. These few lines have a lot of power, so use them wisely!

About the Author
Alex Mastrianni

As the Marketing Manager at Informz, Alex drives the development and implementation of our content marketing plan and marketing campaigns. Outside of work, Alex is a pop culture junkie, ice cream fanatic, and semi-pro vacation planner.

  • Cory Kelly

    Where does one go to modify the preheader?

    • Informz

      Hi Cory. Great question. You can certainly modify the preheader on top of the template, especially if your preheader doesn’t change much and stays static. On the other hand, if you need to frequently change the text of the preheader, making it into a story layout gives you the utmost flexibility and control. To do this, you can add a content location like “%%LOC(PREHEADER)%%” on top of the template, and create a story layout within our story layout portal. Now it’s just a matter of choosing that story in your mailing and changing the text as needed.

      Thanks! Happy mailing.

      Chris Clemente

      • Cory Kelly

        Good deal. Thanks, Chris!