The tiny, mighty part of your email
Engaging preheaders win the open rate contest!
No, there was no preheader contest. Though I’m thinking it would be fun to host one - what you think? Do you have favorite preheaders you’ve seen or written? Want to share them with us? You can, you know. Share them in the comments or send them to me by email. I will be happy to share them and heck, if I get more than 3 we’ll have a contest!
Oh, wait! You don’t know what a preheader is?
First, don’t feel bad. Most non-email copywriters and non-email expert don’t use preheaders. This might be you. If so, read on please.
Think of the preheader as the appetizer to your email’s main course - the main body. It’s the snippet of text that appears right after the subject line in your inbox.
I’ve circled the good ones in this screenshot…
I know. You’re thinking it’s a small thing, right? It can’t do much of anything, right?
WRONG!
While small, it packs a punch by giving recipients a sneak peek into your email’s content. And when done right, it can significantly boost your open rates!
Why Preheaders Matter and Why You Want to Use Them!
Scroll through your crowded inbox. Yes, now…I’ll wait.
Welcome back.
What made you stop to open an email?
Yes, a catchy subject line, sure.
And possibly you saw what YOU thought was the beginning of the email.
If it didn’t say “Hi NAME” it was likely a preheader.
A compelling preheader can seal the deal. It’s your chance to complement your subject line and entice readers to open your email.
A Few Tips for Writing Engaging Preheaders
Keep It Short! You want 40-70 characters. Gmail and mobile devices will cut off longer text.
Be a Tease: Create curiosity without giving everything away.
Complement the Subject Line: Think of them as a dynamic duo. They should work together to grab attention.
Include a Call to Action (CTA): Prompt your readers to take action right from their inbox!
Use Emojis Sparingly: A well-placed emoji can add personality and catch the eye, but don’t overdo it. Seriously, 2 or more emojis look tacky, look like an AI program wrote it, don’t convey what you think they do because not everyone understands emoji-speak.
Fun Examples Just for You!
Subject Line: Unlock the Secret to Glowing Skin
Preheader: Hint: It’s in your kitchen pantry!
Subject Line: 50% Off All Weekend!
Preheader: Including never before on sale! note - this is a great space to personalize with a specific product you’ve tagged your leads/customers with
Subject Line: Your Summer Adventure Awaits
Preheader: get out those shorts and sandals and let’s go!
Real Results
My ecommerce venture has been running along for a month now. Leads and Buyers each get 3 emails a week. The goal is to turn Leads into Buyers. So I test preheaders and analyze conversion rates.
One that worked very well, and I use now as part of the welcome series, is this one:
Subject Line: thought I’d check in
Preheader: and see if you want to join us
How do I know it works well?
First, I tag Leads when they click on a link. The tag reflects the link. So the email reports show me how many Leads clicked that particular link.
I compare the number of link clicks to the number of orders that day.
The first time I used it I saw a 25% increase in sales that day. The second time I used it I saw a 30% increase. I’m using it regularly now.
Oh, it’s also 1 of 2 emails that Leads will reply to. And I don’t ask them to!
So I get the Engagement boost for my Email Service Provider and I get more sales.
Will You Play With Preheaders Now?
Start now and experiment with preheaders today and watch your open rates soar! Remember, a little tweak can make a big difference.
I'm curious - have you changed how you write your emails?
Or...is what I'm sending you confirmation that you're doing things right?
Or is it completely useless info?
I want feedback! Yes, I really do. It would be awesome if you would Comment and let me know. Thanks!
Talk soon -
Charlene Burke
Let's Connect
P.S. Have a preheader success story? Share it with me in the comments or reply to this email. I’d love to hear from you!
This is usually how I write my preheaders too – as a complement to the subject line. Sometimes, I even incorporate them into whatever copy framework I might be using.
Let's take AIDA for example. In a typical DTC email, it might go something like this.
ATTENTION (Subject line)
INTEREST (Preheader)
DESIRE (Headline)
ACTION (CTA Button)
And in the body of the email below the hero, I might repeat the same framework again, just in a different way.
Love these newsletters. Keep 'em coming, Charlene!
Great stuff as always, Charlene. Thank you!