Pre-header, teaser copy or snippet; are you using it to your best advantage?
After scrolling through my inbox I noticed there were very only a few people utilising the pre-header, also known as teaser copy, or snippet. Not sure what this is? Go into your inbox and look for the first line of text displayed after the subject line, this is the pre-header, often used for the webversion and mobile version links.
This text is also displayed in the Outlook new message pop up alert, as well as next to the subject line in Gmail, and is also viewable on mobile devices when the HTML is not.
This brief snippet of information can be used to encourage open rates, as it is the first thing recipients will see of the email, getting their attention and encouraging to download images and read your email rather than just deleting and moving on. Having your webversion / mobile version links here, are useful, but should they be right at the top? If you are sending out a news publication try including the headline of the top story or a quirky fact, a retail email try repeating your offer, include a call to action, encouraging recipients to click straight through to your website. It is valuable real estate, to build interest and excitement in your emails.
Do an A/B split test and see if it helps increase your open/click through rate, help make your email stand out from the crowd.
Jenna Lovell, Client Strategy Executive
