The preview pane is structured in a way that affords subscribers

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Sidestepping common preheader text mistakes will put you ahead of the pack and hike your open rates. First, let’s get the basics out of the way. Related: how to increase your email open rates – tips guide to email marketing kpis and metrics email marketing best practices and tips what is email preheader text? The preheader is the bit of text that appears under the subject line when an email is viewed in the inbox.

Here’s an example from my inbox. Preheader example. In bc data mexico the above screenshot, the line ‘everybody’s doing something. We’ll do nothing!’ is the preheader. Sometimes it’s called the johnson box. This refers to a snippet of copy found at the top of direct mail letters, containing the key message of the letter. Other terms used to describe it are: preview text. Second subject line. Snippet text. Why bother with a preheader in the first place? Reasons why you need a preheader the design of the preview pane demands it a chance to get a foretaste of what a message is about.

It seeks to quickly address three crucial questions your audience might have about an email: who is this message from? ( sender) is it from a trusted sender? What is it about? (subject) is the subject catchy enough? Why are they writing? (preheader) is the message worthwhile? If you are like most small business owners, your main focus is the subject line. You probably know that research shows up to subscribers decide to open an email based on the subject line alone.