Email Preheaders: Tips to Increasing Your Open Rates

By Sean Tinney March 6, 2024

Lower than three seconds.

That’s the common period of time you must seize a subscriber’s consideration in his or her crowded inbox. Discuss a brief window.

So what’s a simple option to make an affect and stand out? Embrace an electronic mail preheader in every message you ship. 

When viewing a message in your inbox, an electronic mail preheader — often known as the Johnson Field or preview textual content — is a snippet of textual content proven subsequent to or beneath the topic line.

The e-mail preheader size will differ by system and which Web Service Supplier (ISP) like Gmail or Yahoo! subscribers use. Nonetheless they’re sometimes between 50 to 100 characters or about 6 to 11 phrases. 

Under, you possibly can see an electronic mail preheader instance on a desktop inbox, and one other on a cell inbox. 

When written nicely, an electronic mail preheader is a robust device to enhance your open charge. 

Sadly, many electronic mail entrepreneurs don’t reap the benefits of the preheader. They spend a number of time crafting the good topic line, however barely assume twice about this essential piece of textual content. So that they go away it clean, or fill it out with some generic info.

The truth is, listed below are a handful of frequent electronic mail preheaders examples I discovered in my inbox.

“Click on right here in case you are having bother viewing this message”

“You’re a part of an electronic mail listing, you possibly can unsubscribe right here”

“This message comprises pictures, please allow pictures”

“View in an internet browser”

It’s possible you’ll be questioning why these messages are pulled into the preheader subject. ISPs will routinely populate this subject with the primary line of coded textual content in your electronic mail. If you happen to don’t customise your preheader, you’re leaving it as much as the ISP to find out your second most essential line of textual content.

And looking out on the examples above, do you assume any of those messages make your subscribers tremendous wanting to open the message? No. So what sort of preheader will make your subscriber click on open? And the way do you set it up correctly?

Under are 5 methods to jot down an electronic mail preheader that can skyrocket your open charges. 

#1: Sum up the content material inside

Add extra context to your topic line together with your preheader textual content. In it, give a brief abstract of what the reader can anticipate finding contained in the message. This will additional entice your subscriber to click on on the message to allow them to learn the complete content material.

Instance: Google Dwelling

Topic line: Lauren, welcome to your Google Dwelling Mini

Electronic mail preheader: 3 methods to get essentially the most out of your new Mini

#2: Make your topic line and preheader textual content praise one another

Paul McCartney & John Lennon, Laverne & Shirley, Han Solo & Chewbacca, Bert & Ernie — what do these nice duos have in frequent?

They complement one another. Alone they’re good, collectively they’re wonderful.

Topic traces and preheaders are the identical. To get the very best open charge and engagement on your electronic mail marketing campaign, these two important electronic mail advertising parts ought to play off one another. Use your preheader to construct on an incredible topic line.

Instance: Netflix

Topic line: Coming Monday, December 14th…Tiny Fairly Issues

Electronic mail preheader: Get a primary look in the present day

#3: Request an motion

Use the e-mail preheader to make your readers take motion. Inform them what you need them to do!

Would you like them to open the message? Would you like them to click on on a hyperlink? Fill out your survey? Allow them to know what you need them to do and why you need them to do it.

Instance: Ulta Magnificence

Topic Line: Check out your final rewards assertion, Lauren!

Electronic mail preheader: Try these lovely presents, too. Open to see all of the methods magnificence loves you again!

#4: Use FOMO

The “worry of lacking out” or FOMO is a robust psychological set off. If you would like a subscriber to reap the benefits of a particular provide or deal — corresponding to free delivery or a reduction code — inform them about it within the preheader. They’ll be tempted to open straight away in the event that they know the provide is unique or a limited-time.

And also you need them to open straight away! Likelihood is, in the event that they don’t open once they see the message for the primary time, they received’t come again the subsequent day or subsequent week to do it. 

Instance: Michaels Craft Retailer

Topic line: Final Day: Summer season Cyber Sale! An On-line Bonus Coupon and Free Delivery, no minimal

Electronic mail preheader: Drop-What-You’re-Doing Doorbusters and Offers. Don’t miss out!

#5: Get inventive

Your subscribers need to do enterprise with folks they know, like, and belief — versus a faceless company. Humanize your preheader textual content to extend connection and engagement together with your subscriber. Use the small block of textual content to indicate your organization is likeable and relatable, and your subscribers will likely be extra prone to open the message.

Instance: PECO

Topic line: PECO will help you retain cool for much less this summer season

Electronic mail preheader: Rising temperatures make it tougher to remain cool and comfy inside. However don’t sweat it!

How do completely different electronic mail platforms deal with preheader textual content?

Completely different electronic mail companies, like Gmail or Outlook, can present preheader textual content in a different way. Some may show a preview of the e-mail content material, whereas others may solely present the primary few phrases of the preheader. 

It’s a good suggestion to test how your preheader appears to be like on completely different electronic mail platforms to ensure it’s efficient for everybody who reads your emails.

The way to use preheader textual content for several types of emails?

For several types of emails, like newsletters or promotions, you should use preheader textual content creatively. 

For a publication, you may tease the principle story to encourage readers to open. 

If it’s a promotion, mentioning a limited-time provide can entice folks to click on. 

For occasion emails, a sneak peek of what’s in retailer may construct pleasure.

How can A/B testing be used to optimize preheader textual content?

A/B testing with preheader textual content means making an attempt out completely different variations to see which will get extra folks to open your emails. 

You would check completely different lengths, tones, or presents. When you ship each variations to a small group, you possibly can see which one will get extra opens. This helps you be taught what works greatest on your viewers, so you should use it in future emails to get much more folks .

There are 3 ways textual content might be inserted into your electronic mail’s preheader.

#1: Robotically

That is the place the ISP your electronic mail is being despatched, takes the highest textual content in your electronic mail. You probably have a picture as the primary component in your electronic mail, then the ISP will take the alt textual content you give your picture.

So in case your electronic mail service supplier doesn’t present you a devoted part for a preheader, then it’s essential to be sure that the very first textual content you set in your electronic mail has the textual content you need to seem.

You perceive the worth of a preheader however you don’t need this copy to be the very first thing your subscribers see once they open your electronic mail. If you happen to’re snug with coding your electronic mail you possibly can put the beneath code because the very first component within the HTML portion of your electronic mail.

Including an electronic mail preheader to your message in AWeber is tremendous simple. All it takes is simply the clicking of a single button.

Merely create a message utilizing the drag & drop electronic mail builder.

From throughout the message editor immediately beneath “message,” you possibly can add the textual content you want to show together with your topic line when the message is distributed. It’s that simple.

If you wish to personalize your electronic mail preheader on your subscriber to incorporate their title, electronic mail deal with, or another of their subscriber info, you are able to do in order nicely! You’ll be able to accomplish this utilizing personalization snippets throughout the ‘message preheader’ textual content field immediately.

Prepared to jot down unbelievable electronic mail preheaders that seize a subscriber’s consideration in lower than three seconds? Then create your FREE AWeber account in the present day.