From an electronic mail improvement perspective, electronic mail preheader textual content is straightforward so as to add to your campaigns. It will also be a straightforward option to increase electronic mail engagement and improve electronic mail open charges.
The preheader textual content exhibits up subsequent to or beneath the topic line within the inbox. Preheader textual content permits you a median of 50-100 characters to make use of together with your topic line to persuade somebody to open your electronic mail.
With the ability to preview and take a look at your topic line and preheader is an important a part of the e-mail QA course of. Previewing permits you to see whether or not the preheader jives with the topic line and if the message is compelling sufficient to interact a subscriber. That’s why we have now a preheader preview in our Marketing campaign Precheck workflow. The preheader device permits you to see your electronic mail’s topic line and preheader textual content in 15 of the most well-liked electronic mail purchasers, so you may optimize your electronic mail for the inbox and increase electronic mail advertising and marketing ROI.
To start out, you’ve got one large option to make: Is the preheader textual content going to be seen to the recipient, or hidden? Your branding and the format of your template will in all probability decide this greater than anything.
Seen Electronic mail Preheader Textual content
You probably have some area above the e-mail’s header (possibly occupied with a “view in browser” hyperlink), you may in all probability insert some seen preheader textual content. Check out the instance beneath:
As you may see, that is going to generate some fairly underwhelming preheader textual content. Having a recipient see “view with pictures” isn’t the tip of the world, nevertheless it’s not the perfect use of this precious area.
There’s loads of area on this format so as to add a preheader sentence on the left, or to exchange the “view with pictures” hyperlink with seen preheader textual content.
Hidden Electronic mail Preheader Textual content
There are quite a lot of designs that received’t accommodate seen preheader textual content, or the textual content doesn’t match with the model template. In case you’d like so as to add hidden preheader textual content to your electronic mail, don’t fear, it’s not tough!
To start out, you’ll need to choose a spot the place the preheader textual content received’t trigger points in your format. Often, the textual content will take up no multiple pixel of vertical area, however in some circumstances, a small preheader can bump content material down. In case you’re placing the preheader textual content into an current header, you might need to put it in a row by itself, so if any content material beneath is moved it’s going to all transfer the identical quantity.
To cover the textual content, you’ll need to embrace the next inline kinds:
<td model="show:none !necessary;
visibility:hidden;
mso-hide:all;
font-size:1px;
colour:#ffffff;
line-height:1px;
max-height:0px;
max-width:0px;
opacity:0;
overflow:hidden;">
That is preheader textual content.
</td>As you may see, the above code hides the preheader in a number of methods. Many of those are fallbacks for purchasers that don’t acknowledge or play good with among the different kinds within the checklist.
One extra tip: Don’t overlook to take away your placeholder textual content. Chances are you’ll use placeholder textual content for testing, however be sure that to exchange it with the actual preheader textual content earlier than you ship. The very last thing you need is for an electronic mail to exit with “That is preheader textual content” because the precise preheader textual content.
With Marketing campaign Precheck’s preheader preview device, you’ll have the ability to catch any issues along with your preheader textual content earlier than you ship a marketing campaign, together with any placeholder textual content you might overlook to take away. Use the device to preview your preheader and topic line on 15 of the most well-liked electronic mail purchasers.
Electronic mail Preheader Character Limits
How a lot preheader textual content do you have to embrace? We suggest 40-100 characters. Though some desktop and webmail purchasers can present greater than 100 characters, many cellular units common 35-50 characters. If most of your subscribers are on cellular, maintain this thoughts.
It’s additionally necessary to notice that many webmail purchasers will differ the preheader textual content size relying on the topic line size and the width of the browser window.
One different issue to think about with preheader size: Customers who’re having Siri learn their electronic mail will hear the primary 499 characters of your electronic mail. In case you’re testing out auditory calls-to-action or need to see how your Siri customers work together along with your electronic mail, contemplate testing out some longer preheaders.
Making the Most of Your Preheader Textual content
In case you’re in search of extra data on the way to make the perfect use of preheader textual content, take a look at 5 Preheader Textual content Concepts to Enhance Your Electronic mail Effectiveness.
Are you prepared to begin testing your electronic mail preheaders? Join a free trial and take a look at Marketing campaign Precheck’s new preheader preview device!
Have you ever discovered new or inventive methods to make use of preheader textual content? Tell us within the feedback beneath.
This put up was up to date on December 28, 2018. It was initially printed in October 2015.
Writer: The Electronic mail on Acid Workforce
The Electronic mail on Acid content material crew is made up of digital entrepreneurs, content material creators, and straight-up electronic 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 electronic mail advertising and marketing.
Writer: The Electronic mail on Acid Workforce
The Electronic mail on Acid content material crew is made up of digital entrepreneurs, content material creators, and straight-up electronic 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 electronic mail advertising and marketing.
