From fields and subject lines are not the only information your recipients see in their inboxes. Preheader text provides additional information that helps clue the recipient in on what to expect within the email. Communications Enterprise has added preheader text functionality to messages, giving marketers another tool to help grab readers' attention as they decide whether to open a message.
Preheader text usually displays the first line of body text directly below the subject line in the recipient's inbox. By using preheader text, you can customize this text.
Why use preheader text?
There are many ways that marketers can use preheader text to improve their message open rates. Here are a few examples:
- Extend the subject line. If you're prone to lengthy subject lines, consider a shorter subject and use the preheader text as a sub-head to provide more information on the topic.
- Calls to action and special deals. If you're including special offers in your Subject line, email SPAM filters might flag your message and prevent it from being delivered. Avoid this issue by using a more generic subject and putting your special offer in the preheader text.
- Make your messages personal. Using personalization in your preheader text is a great way to entice readers who may otherwise be turned off by your message.
- Show some personality. Make your email stand out in a crowded inbox, and show that your brand has a sense of humor, by adding an emoji in your preheader text. Email subject lines do not support these special characters.
Due to the character limits among email clients, we recommend limiting your preheader text to 75 characters. The length of your subject line may also negatively affect the amount of preheader text displayed in your recipients' inboxes, so keep your subject lines and preheader text as brief as you can. It's also a good idea to keep the most important information in your preheader as close to the beginning as possible – and remember to test your message and preheader text before sending.
Setting up preheader text
Preheader text is an Admin permission that must be enabled by Higher Logic Support. If this feature is something you're interested in, create a case.
Once the feature has been activated, you will be able to see the Preheader text field on the Send page. Simply type in the preheader text you want to display in your recipients' inboxes.