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The Quickest Win for Increasing Open Rates: Email Preheaders
rejoiner.com
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An email preheader, also known as a "preview text," is a snippet of text that is displayed in the inbox of an email client, usually below the subject line of the email. At Rejoiner, we often refer to preheader text as the second subject line. The preheader text is designed to give the recipient a preview of the email's content and augments the subject line before a subscriber decided to open. “The copy used for the preheader is often drawn from the beginning of the email's body content, but can also be set explicitly using special code in the email's HTML.” Some common use cases for preheader text are:
A simple personalized name stands out from the sea of generic email senders and can be that much-needed trigger to make a customer feel special, which hopefully will result in an opened email. Optimization is done the best when you put yourself in your customer’s shoes (in this case literally). If I receive an email from [email protected], chances are that email will float into the abyss without anyone ever having laid eyes on it. Whereas, if I receive an email from [email protected] , it’s more likely I’ll click a little deeper into this mysterious Bill fellow and see what he’s all about. When the sender’s address has the power to propel your email to the top of the heap or fast-track it to the electronic graveyard, you want to make sure you get it right. “Use a personalized email address to get your customers to think of you as a fellow human entity and increase your chances of being read.” The subject line
The subject line “In this case, honesty isthe best policy, one that can be rewarded by improving your click through rates and boosting your number of opened emails.” What you don’t want to do, however, is scream at your customer. While it’s great that you are offering FREE SHIPPING!!!!!!!!!!!!!!, for better results, you might want to let your customer know in a more elegant way. Say, for example, that because of the upcoming Mother’s Day holiday, you are offering free shipping on all products. Great, but using that whole sentence is boring and takes up valuable attention-getting space.