Nucleus - Marketing and Design Newsletter

We all know the importance of the subject line to your email marketing success. However, there’s another piece of important email real estate that can be utilized to get the reader’s attention quickly—the pre-header.

The pre-header. You know. That little snippet of copy that is at the very top of your e-mail message above any graphics or content. Its visible to recipients—even with images turned off. And it can have huge implications on email opens and click-thrus.

Standing out in the in-box
The pre-header is the first thing viewers will see—and in some cases may be the only thing they will see—in a preview panel. Outlook 2003, Outlook 2007, Gmail and iPhones (and other mobile devices) display the pre-header as “teaser text” directly below the subject line.

Typically this space is relegated to a line of copy offering viewers the chance to see your artful, carefully crafted email in all its HTML glory either by viewing online or downloading images. Here are a few of the more popular options:

• “Having trouble viewing this email? Click here.”
• “If you cannot see this email, please click here.”
• “Click here to download images.”

Important right? But as the only part of the email visible in many email clients prior to opening a message… more and more marketers are using this premium space as a way to engage and entice viewers to open and even act on their message.

Consider this recent example from a national retailer:
Subject: Tonight only! Extra 25% off online
Preheader: Ends at 4AM! Shop online for an extra 25% off! Promo code: HURRY. Shop now! Can’t see the images in this email? Click here.

Not only does it expand upon the subject line, it offers the viewer a chance to act immediately with a call to action link. In fact, click-thrus with clear calls to action on pre-header have in many instances rivaled those in the full e-mail. And—bonus—the recipient still has the opportunity to view a Web version.

In today’s over-crowded in-boxes, you can’t miss an opportunity to stand out. So remember to optimize your pre-header and put its proven power to work for you in your next email campaign.