Pre-header text, also called preview text, is the very first text content available in an email creative. Webmail and phone based email clients will show a small preview of the message, after the subject line. Often, the first text is often the "Trouble Viewing" language, which does little to entice the email recipient:
Using this technique effectively may have the result of improving your open rate, by snagging recipients with the right message or an enticing offer from within the creative. Regardless of whether your subscriber opens, you will have the added opportunity to reach them with a message of your choice.
Not every email client uses this tool to preview the first text of incoming messages. Use the below chart to determine if a client uses it, and how many characters are displayed in the preview window.
Savicom is a scalable email delivery engine and self-service ESP with proprietary delivery technology and a powerful interface to help you market smarter. Browse our Resources section to find other tips, tricks and insights to market smarter.
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Justin Khoo is a Bay Area based blogger, coder, and javascript guru who is passionate about email. His blog FreshInbox goes beyond responsive design, focusing instead on the coolest new tricks, scripts, and interacticvity
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