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How to create perfect subject line and preheader pairings
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Subject line & preheader
Text that comes after the subject line when an email is viewed in your inbox.
Often used to give your email list a taste of what’s inside the body of your email.
50-100 characters.
What is a Preheader?
Preheader vs Subject Line
Subject Line
Preheader Text
Keep them short (most mobile devices have a limited number of characters they can display)
Make them clear Highlight the most
important and compelling part of your message
Subject line & Preheader: General Tips to Follow
Subject line & Preheader: What not to do
Never do this!
How to pair Subject Line and
Preheader:Best practices
Think about the whole picture
Always think about your email’s preheader in conjunction with its subject line, and vice versa
Subject Line: Summer dress code.
Preheader: Take your pick from our bouquet of charming summer styles. Click here to view it online
Subject Line: Do you like it shirty?Preheader: We bet you do! Here’s 6 summer shirt icons you need to know about
How to pair Subject Line and
Preheader:Best practices
Consider visibility
Preheader text is lifted from the initial copy of your email and will therefore also display at the top of your campaign
If you want your preheader text to be unique from your email copy, there are HTML hacks to make sure this text is no longer visible once the email has been opened. Check it here.
Litmus’ summary of preheader character
counts:Mobile
Litmus’ summary of preheader character
counts:Desktop
Litmus’ summary of preheader character
counts:Webmail
How to pair Subject Line and
Preheader:Best practices
Add a Call to Action If you have just a few characters to work with, a strong CTA is a good way
to engage with your subscribers quickly and prompt them to take action.
Subject Line: Holiday time? Don’t forget to pack these…Preheader: Discover travel tips, hand luggage and more.
How to pair Subject Line and
Preheader:Best practices
Include an offer they cannot resist
... whilst also creating a sense of urgency.
Subject Line: Introducing P&Co Features|Never settle Preheader: Free UK shipping on all orders over $50
Subject Line: Save 50% on EasiYo and clean up with our Oven Mate offer Preheader: Limited time offer – shop online or in store
How to pair Subject Line and
Preheader:Best practices
Communicate brand values What makes your brand different?
Subject Line: TRY THE DANISHPreheader: Free worldwide shipping on all orders. We make killer cliths that don’t kill the environment.
How to pair Subject Line and
Preheader:Best practices
Advertise email content Preheader is a good place to shout about your valuable content.
Subject Line: Denim: The new rulesPreheader: You really need to read our new rules of denim guide ASAP + how to customise your denim.
How to pair Subject Line and
Preheader:Best practices
Get creative
Love them or hate them, emojis are still an obsession.
How to pair Subject Line and
Preheader:Best practices
Play hard to get Drive intrigue and curiosity, make a recipient want to find out more.
Subject Line: What do you do on cold winter nights?Preheader: - Wink, wink, nudge, nudge
Preheader & Subject Line pairing
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You are still here!If you want access to more email marketing tips specially
for ecommerce,and a ton of useful resources on email marketing topics:
service@essenceofemail.com
+1 (347) 709-9927
Take a look at our website:
essenceofemail.com
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