When a user first receives a message, what will normally be displayed are the sender’s name, subject line and then one or two sentences known as email fold on ISPs. Since this is the first exposure to the content, we think a good call to action is needed. It is very important that the sentences explain the purpose of the email. Not only is it crucial for raising attention in users to open the email - it is also the only text seen when the email is open as images may be blocked until the user downloads the images (usually when you are not classified in the users safe list). It may even help to personalize pre-header or the subject line to engage your audience. Here at Kobemail we test all our campaigns on different ISPs and devices to better understand what users see when emails are sent to them and advice our clients accordingly.
Take under consideration as well that we are now in the mobile generation. Consumers continuously check their inbox while on the go. In a mobile device, for example a Blackberry, the header takes up about 1/3 of the screen. The header is one of the only chances to motivate your recipient to fully scroll down the rest of the email.
Overall pre-headers are a crucial part of any email deliverability campaign as it is where you can earn the attention of your recipient to motivate them to view the full message. It is always good to give recipients an idea of what the email is about in the pre-header of the email. Write your main selling point or the reason for your email.
Happy Mailing !!
Author: Adeline Zeledon
Editor: Yasifur Rahman