Email Marketing: Preheader testing generates 30% higher newsletter open rate for trade journal

Tweet “Most email clients nowadays pull and display a preview text in addition to the sender (or ‘from’) name and subject line of an email. While all inbox fields are fertile ground for optimization and A/B testing, optimizing preheader snippet is frequently a quick win,” Laz Tyrekidis, Digital Marketing and Audience Director, Metropolis Business Media, said. In this blog post, we’ll take a look at the quick wins from preheader testing run by Laz and his team. But first, a quick primer on preheaders in case you’re unfamiliar. Preheaders, as seen below, are frequently found in email app inboxes on mobile devices, but can also be seen in webmail inboxes and desktop email client inboxes (depending on the view settings chosen by the user). They will also appear at the top of the email itself.   If you don’t choose a specific preheader snippet to display when you send the email, a default snippet will be displayed.   (The above two slides are from Justine Jordan’s presentation Email Design: How to optimize for all environments in a mobile world.) Laz wondered — what makes an effective preheader? And how could he use it to increase engagement? His team ran a series of preheader tests to determine the most effective messaging for one of its magazines in the UK.   Background: As part of its email optimization, Electronics Weekly, a brand of Metropolis International Group, identified the preheader snippet on its email campaigns as a key area that can drive more email…
Source: Marketing Experiments
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