Give the readers a clear actionĮverything you do in the world of marketing, you do it to drive action. Such elaborative snippets for emails go a long way in getting better open rates. The subject line and preheader text perfectly communicate the purpose of the email, thereby encouraging the users to open it. Instead, try something like MarketingProfs. Both the statements convey the same message. If your subject line is “60% Off Ends Today” and your preheader text is “Last chance to take 60% Off”, it won’t make much sense. The objective of your preheader text is not to sell, but to make the recipients open the email. Do not add too much information in the preheader. So, 30 to 80 characters work well for all devices. Some mobile devices might not show all 100 characters. Keep it shortĥ0 to 100 characters is the ideal length for the preheader text, as suggested by popular ESPs. Alternatively, you can modify the email copy to sync properly with the snippets in Gmail. The solution for this problem is to add trailing spaces to the preview text or make the snippet longer. This is particularly true in snippets for Gmail. In case your snippet text has less characters, the email’s starting words will be shown in addition to the preview text. Instead of “Email not displaying correctly? View in Browser”, you can write a preheader and display: “Use your credit card” as shown in the image below. Also, it might trigger the spam filters as fraudulent senders do not use preheaders. They would not want to hear “Email not displaying correctly? View in Browser”. Such preheader texts will ruin the entire experience for the subscribers, especially the ones using accessibility tools. Not using the preheader text space will make your email look like this: It harbors a huge opportunity that can take your open rate and click-through rate to the next level. Unfortunately, many marketers overlook the significance of email snippets and leave the section blank. It allows the readers to know what the email is all about. The gray-colored text beside the subject line represents the email snippet.Īs you can see, it adds more value to the subject line. Take a look at this screenshot to understand better. What is an email snippet?Īn email snippet is the first line of text after the subject line that will be visible to the email recipient. The other names are preheader text and Johnson box. Do you agree?īut there’s one more thing that affects your open rate. Your email open rate is the combined impact of the sender name and subject line.
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