Contents
- What is a preheader?
- The importance of using a preheader
- How to add a preheader to an email
- Compatibility with email clients
- Tips for creating a preheader
- What not to write in a preheader
What is a preheader?
A preheader, also known as a preview text or email snippet, is the text that appears in the inbox immediately after the sender's name and subject line of an email. This element plays an important role in the structure of an email campaign, as it immediately grabs the recipient's attention. The preheader can include text that complements the subject line, as well as utility links like "View in browser" or "Unsubscribe." Without a preheader, the email client may automatically pull random text from the body of the email, which can create confusion and ambiguity for the recipient.
The importance of using a preheader
Proper use of a preheader can significantly increase email open rates. When viewing their inbox, subscribers pay attention to several key elements:
- Sender's avatar
- Sender's name
- Subject line
- Preheader
A meaningful and engaging preheader can motivate the recipient to open your email first, especially in a crowded inbox. This makes the preheader an important tool in email marketing, allowing you to stand out among other messages.
How to add a preheader to an email
There are two main types of preheaders: visible and invisible. Let's look at how to add them:
Visible preheader
To create a visible preheader, simply add a text block at the beginning of the email layout. You can split the line into two columns, placing the preheader on one side and a link to the web version of the email on the other.
Invisible preheader
To make the preheader invisible, use HTML code. Insert the following snippet into the email code:
<div style="display: none; font-size: 1px; color: #333333; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden;">Your preheader text</div>
This way, the text will appear in the subject line but will not be visible when opening the email.
Compatibility with email clients
The display of the preheader may vary depending on the email client and device. For example, on desktops, the length of the preheader is usually 120-130 characters, while on mobile devices, it is no more than 50 characters. Below are the display features of the preheader in various email clients:
- Gmail: shows the preheader in the subject line; if no preheader is present, it pulls the beginning of the email.
- Mail.ru: displays about 155 characters; long subjects are shown in full, and the preheader may not display.
- Yandex: allows for a long preheader, showing the full text when hovering the cursor.
- Rambler: does not display the preheader at all.
- Outlook: not supported in older versions; the length of the preheader is limited to 35-55 characters.
Consider these features when creating a preheader to avoid situations where important information is cut off.
Tips for creating a preheader
Creating an effective preheader requires consideration of several factors:
- Conciseness: keep the preheader brief and complementary to the subject line.
- Informative: indicate what the email will be about so that the subscriber understands why they should open it.
- Curiosity: ask questions or promise interesting content to increase interest in the email.
- Use of symbols: add emojis or unusual symbols to attract attention.
- Personalization: use subscriber names or other personal data to build trust.
- Consider mobile devices: remember that on mobile devices, the length of the preheader is limited, so place important information at the beginning.
What not to write in a preheader
Avoid the following mistakes when creating a preheader:
- Duplicating the subject: this does not make your email more appealing and takes up valuable space.
- Using clickbait: avoid flashy phrases that might lower trust in your email.
- Using the same preheader for all emails: update the text for each new message to keep subscribers interested.
A well-crafted preheader can significantly increase the open rates of your campaigns and improve the effectiveness of email marketing. Experiment with different options and track results to find the optimal approach for your audience.