Don't forget the preheader text

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  • Updated 4 years ago
Where I live in the Delivery World, inbox recognition is so important in both mitigating issues with spam complaints and promoting overall email marketing success. When your recipient can quickly and easily recognize an email in their inbox as something they've singed up for and that they want to receive, they are far less likely to mark a message as spam and way more likely to open that message. Of course, the from name, from email address and subject line used are powerful tools when it comes to inbox recognition. Using our preheader text field, you have yet another tool to assist you with this.

Preheader text lets you control the first bit of text a recipient sees in their inbox before they ever open the message. While it isn't a requirement to use preheader text, failing to use this tool is a missed opportunity for you to strengthen your inbox recognition and generate even more opens.

Here are some thoughts and best practices for how to use it:
  1. Don't echo the subject line. Your reader can already see that.
  2. Maybe use this space to remind folks why they are receiving the email? Remind them how they signed up.
  3. Or, use the space to reinforce the subject line by:
    - Expanding on a benefit expressed in the subject
    - Rewording that benefit using alternative hotwords that might catch the recipient's eye
    - Highlighting a second benefit
  4. Call out your call to action. This is a great place to let the recipient know the action you want them to take.
  5. Test, test, test. You should test a few different preheader options and send it to yourself to see how it appears in your inbox. Extra points if you also take the time to test on mobile.
  6. Be creative. The email inbox is a competitive place. Think about the content being sent and how one sentence might highlight, draw attention to or otherwise entice someone to want the content you want them to engage with.
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Will Boyd, Official Rep

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Posted 4 years ago

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