In this presentation, we’ll explain: 1. Why should you use preheader text 2. How to write effective preheader text and subject line 3. How to pair them together to help your email marketing campaigns get opened and acted upon.

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How to create perfect subject line and preheader
pairings
+1 (347) 709-9927 service@essenceofemail.com
Subject line & preheader

2.  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?

3. Preheader vs Subject Line
Subject Line
Preheader Text

4.  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

5. Subject line & Preheader:
What not to do
Never do this!

6. How to pair Subject Line and Preheader:
Best practices
S 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

7. How to pair Subject Line and Preheader:
Best practices
S 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.

8. Litmus’ summary of preheader character counts:
Mobile

9. Litmus’ summary of preheader character counts:
Desktop

10. Litmus’ summary of preheader character counts:
Webmail

11. How to pair Subject Line and Preheader:
Best practices
S 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.

12. How to pair Subject Line and Preheader:
Best practices
S 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

13. How to pair Subject Line and Preheader:
Best practices
S Communicate brand values
 What makes your brand different?
Subject Line: TRY THE DANISH
Preheader: Free worldwide shipping on all orders. We make
killer cliths that don’t kill the environment.

14. How to pair Subject Line and Preheader:
Best practices
S Advertise email content
 Preheader is a good place to shout about your valuable content.
Subject Line: Denim: The new rules
Preheader: You really need to read our new rules of denim
guide ASAP + how to customise your denim.

15. How to pair Subject Line and Preheader:
Best practices
S Get creative
 Love them or hate them, emojis are still an obsession.

16. How to pair Subject Line and Preheader:
Best practices
S 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

17. 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