Methods to get higher open charges with electronic mail pre-headers
By Sean Tinney December 14, 2020
Do you want more of your subscribers to read your email? Then you need to pay attention to your email pre-header.
Less than three seconds.
That's the average Time it takes to grab a subscriber's attention in his crowded inbox. Talk through a short window.
So what's an easy way to make an impact and stand out? Insert Email pre-headers in every message you send.
When you view a message in your inbox, an email pre-header – also known as a Johnson Box or preview text – is a snippet of text that appears next to or below the inbox Subject.
The length of the email pre-header depends on the device and Internet service provider (ISP) such as Google Mail or Yahoo! Use subscribers. However, they are usually 50 to 100 characters or around 6 to 11 words.
Below is an example of an email pre-header in a desktop inbox and another in a mobile inbox.
If an email pre-header is well written, it is a powerful tool for improving your open rate.
Unfortunately, a lot of email marketers don't use the pre-header. You spend a lot of time tinkering this perfect subject line, but hardly think twice about this very important text. So leave it blank or fill it out with general information.
In fact, here are a handful of common examples of email pre-headers that I found in my inbox.
"Click here if you are having trouble viewing this message."
"You are on an e-mail list that you can unsubscribe from here."
"This message contains pictures, please activate pictures"
"View in a web browser"
You may be wondering why these messages are being dragged into the preheader field. ISPs automatically fill this field with the first line of coded text in your email. If you don't customize your preheader, leave it up to the ISP to determine your second most important line of text.
If you look at the examples above, do you think any of these messages your subscribers are very eager to open the message? So what a preheader will Make your subscriber open? And how do you set it up correctly?
Here are five ways to write an email pre-header that will skyrocket your open rates.
# 1: summarize the content in it
Add more context to your subject line with your pre-header text. In it, give a brief summary of what the reader can expect from the message. This can also trick your subscriber into clicking the message so they can read all of the content.
Example: Google Home
Subject: Lauren, welcome to your Google Home Mini
Email pre-header: 3 ways to get the most out of your new Mini
# 2: Let your subject line and pre-header text complement each other
Paul McCartney & John Lennon, Laverne & Shirley, Han Solo & Chewbacca, Bert & Ernie – what do these great duos have in common?
They complement each other. They are good alone, together they are incredible.
Subject lines and pre-headers are the same. To get the highest open rate and engagement for your email campaign, these two important email marketing elements should play off each other. Use your preheader to build on an amazing subject line.
Subject: Next Monday, December 14th … Tiny pretty things
Email pre-header: Get a first look today
# 3: Get Action
Use the email pre-header to get your readers to act. Tell them what to do!
Would you like them to open the message? Would you like them to click a link? Are you filling out your survey? Let them know what to do and why to do it.
Example: Ulta Beauty
Subject: Check out your ultimate reward statement, Lauren!
Email pre-header: Check out these lovely deals too. Open up to see how much beauty loves you back!
# 4: use FOMO
The "Fear of Missing" or FOMO is a powerful psychological trigger. If you'd like a subscriber to benefit from a special offer or offer like free shipping or a discount code, let them know in the pre-header. You will be tempted to open immediately knowing that the offer is exclusive or limited in time.
And you want them to open right away! If they don't open when they first see the message, they likely won't come back to do so the next day or week.
Example: Michael's Craft Store
Subject: Last day: Summer Cyber Sale! An online bonus voucher and free shipping, no minimum
Email pre-header: Drop-What-You-Doing Doorbuster and Deals. Don't miss it!
# 5: get creative
Your subscribers want to do business with people they know, like, and trust – as opposed to a faceless company. Humanize your pre-header text to improve connection and engagement with your subscriber. Use the small block of text to show that your business is personable and relatable, and that your subscribers are more likely to open the message.
Subject: PECO can help you stay cheaper this summer
Email pre-header: Rising temperatures make it harder to stay cool and comfortable inside. But don't sweat!
There are three ways in which text can be inserted into the pre-header of your email.
# 1: automatically
Here, the ISP your email is being sent to takes over the topmost text in your email. If you have a picture as the first item in your email, the ISP will pick up whatever alt text you give your picture.
If your email service provider doesn't provide you with your own pre-header section, you'll need to make sure that the very first piece of text you put in your email has the text you want.
You understand the value of a preheader, but you don't want that copy to be the first thing your subscribers see when they open your email. If you are comfortable with coding your email, you can add the following code as the first element in the HTML part of your email.
Adding a Email pre-headers Your message in AWeber is super easy. All it takes is a click of a single button.
Just compose a message using the drag and drop email builder.
In the message editor, directly under "Message properties", you can add the text that you want to display with your subject line when sending the message. As simple as that.
If you want to personalize your email pre-header so that your subscriber includes their name, email address, or other subscriber information, you can too! You can achieve this with Personalization snippets directly in the "Message Preheader" text field.
Are you ready to write awesome email pre-headers that will grab a subscriber's attention in under three seconds? Then create your FREE AWeber account today.