Anatomy of The Perfect Email Design (Part 2) Pre-Header

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Anatomy of the Perfect Email Design (Part 2) Pre-Header is a continuation of Anatomy of the Perfect Email Design which is a guide to marketers to design the perfect emails, that will help in more open rates, more engagement and eventually leading to better conversations.Through the medium of the presentation we want marketers to adopt the latest happenings in the email marketing arena and grow their business.Visit us at http://lyris.com/us-en/

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  • This presentation on Anatomy of the Perfect Email Design is a guide to marketers to design the perfect emails, that will help in more open rates, more engagement and eventually leading to better conversations.Through the medium of the presentation we want marketers to adopt the latest happenings in the email marketing arena and grow their business.Visit us at http://lyris.com/us-en/
  • After an introduction and understanding about where our emails are opened, we are proceeding ahead with the parts i.e Anatomy of The Perfect Email.
  • Here are the elements that each email design should have. Now lets look into each and every element in detail so that we can design the perfect email and optimize it in such a way that it gives us more conversion rates.
  • The very first element is the Pre-Header
  • What is a pre-header? Well a pre-header, as the name suggests, is simply an area at the very top of your email, just above the header where you can insert text and links.
  • It’s important because the first piece of text within the pre-header actually shows up next to your subject line in many email clients such as Outlook, Gmail and the native iPhone email client. This basically acts as an extension to your subject line and has been proven to play a big part in helping subscribers determine if they want to open your email or not.
  • Unfortunately most companies still haven’t optimized this section of their email and so the most common pre-header text is still click here to view online or Please add us to your address book to ensure you receive our emails.
  • Now I’m not saying that you should remove your view online links entirely, you just need to arrange the text so that the first line contains a message related to the content of your email. This example from Old Navy has very descriptive pre-header text which follows on nicely from the subject line. And as you can see they still have their view online link, it’s just positioned as a secondary call to action.
  • Another issue which we commonly see is the subject line text repeated within the pre-header. This is slightly better than click here to view online but doesn’t really add much value and misses an opportunity to extend your subject line. As you can see in this Target example, it would have been much more effective to add some more detail about the products within the email than to repeat the subject line.
  • So in summary, think of your pre-header text as an extension of your subject line. Don’t delete your view online links, people still need those. Just re-arrange the layout of your pre-header so that the first piece of text is a marketing message. And finally, be creative with it and don’t just repeat your subject line.
  • Next element for in Anatomy of the Perfect Email Design is Header
  • Anatomy of The Perfect Email Design (Part 2) Pre-Header

    1. 1. © 2012 Lyris | 1 | Andrew King, Sr. Strategy Consultant, Lyris Anatomy of the Perfect Email Design (Part 2)
    2. 2. Anatomy of the Perfect Email Design
    3. 3. © 2012 Lyris | 3 | Lyris Ltd – Confidential Header Navigation Primary message Footer Secondary message Pre-header Anatomy of the perfect email design
    4. 4. Pre-header
    5. 5. © 2013 Lyris | 5 | Pre-header What is it?
    6. 6. © 2013 Lyris | 6 | The pre-header acts as an extension of your subject line in many webmail, desktop and mobile email clients Pre-header Why is it important?
    7. 7. © 2012 Lyris | 7 | “To ensure you continue to receive our emails, please add XXXXX@XXXXX.com to your address book” “Trouble viewing this email? Click here” The most common email pre-header is…
    8. 8. © 2012 Lyris | 8 |
    9. 9. © 2012 Lyris | 9 | Pre-header text is an extension of your subject line – Be creative with it
    10. 10. © 2013 Lyris | 10 | Pre-Header Key points  Pre-header text is an extension of your subject line  The first line of text in your pre-header should be a marketing message which outlines the content of your email  Don’t delete your view online link – Place it next to or underneath your marketing message  Be creative with it – Don’t repeat your subject line
    11. 11. Header Next Element Anatomy of The Perfect Email Design

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