{"id":32580,"date":"2022-07-27T18:58:07","date_gmt":"2022-07-27T13:28:07","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=32580"},"modified":"2022-08-08T19:05:25","modified_gmt":"2022-08-08T13:35:25","slug":"email-snippet-best-practices","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/email-snippet-best-practices\/","title":{"rendered":"Back to Basics: Email Snippets to Fix Open Rate Issues"},"content":{"rendered":"\n

Your email open rate is the combined impact of the sender name and subject line. Do you agree?<\/p>\n\n\n\n

But there\u2019s one more thing that affects your open rate. It is the email snippet. The other names are preheader text and Johnson box.<\/p>\n\n\n\n

What is an email snippet?<\/h2>\n\n\n\n

An email snippet is the first line of text after the subject line that will be visible to the email recipient. Take a look at this screenshot to understand better.
The gray-colored text beside the subject line represents the email snippet. 
As you can see, it adds more value to the subject line. It allows the readers to know what the email is all about. <\/p>\n\n\n\n

\"email<\/figure>\n\n\n\n

Unfortunately, many marketers overlook the significance of email snippets and leave the section blank. It harbors a huge opportunity that can take your open rate and click-through rate to the next level. <\/p>\n\n\n\n

Not using the preheader text space will make your email look like this:<\/p>\n\n\n\n

\"email<\/figure>\n\n\n\n

Such preheader texts will ruin the entire experience for the subscribers, especially the ones using accessibility tools. They would not want to hear \u201cEmail not displaying correctly? View in Browser\u201d. Also, it might trigger the spam filters as fraudulent senders do not use preheaders. <\/p>\n\n\n\n

Instead of \u201cEmail not displaying correctly? View in Browser\u201d, you can write a preheader and display: \u201cUse your credit card\u201d as shown in the image below.<\/p>\n\n\n\n

\"email<\/figure>\n\n\n\n

Now, there is one more problem here.<\/p>\n\n\n\n

In case your snippet text has less characters, the email\u2019s starting words will be shown in addition to the preview text. This is particularly true in snippets for Gmail. <\/p>\n\n\n\n

\"email<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Workaround: <\/p>\n\n\n\n

The solution for this problem is to add trailing spaces to the preview text or make the snippet longer. Alternatively, you can modify the email copy to sync properly with the snippets in Gmail. <\/p>\n\n\n\n

Email Snippet Best Practices<\/h2>\n\n\n\n

1. Keep it short<\/h3>\n\n\n\n

50 to 100 characters is the ideal length for the preheader text, as suggested by popular ESPs. Some mobile devices might not show all 100 characters. So, 30 to 80 characters work well for all devices.  Do not add too much information in the preheader. The objective of your preheader text is not to sell, but to make the recipients open the email. <\/p>\n\n\n\n

2. Make it different from the subject line<\/h3>\n\n\n\n

If your subject line is \u201c60% Off Ends Today\u201d and your preheader text is \u201cLast chance to take 60% Off\u201d, it won\u2019t make much sense. Both the statements convey the same message. Do away with redundancy. Here\u2019s another example of repetition. <\/p>\n\n\n\n

\"Email<\/figure>\n\n\n\n

Instead, try something like MarketingProfs. The subject line and preheader text perfectly communicate the purpose of the email, thereby encouraging the users to open it. Such elaborative snippets for emails go a long way in getting better open rates. <\/p>\n\n\n\n

\"Email<\/a><\/figure>\n\n\n\n

3. Give the readers a clear action <\/h3>\n\n\n\n

Everything you do in the world of marketing, you do it to drive action.<\/em><\/p>\n\n\n\n

Just like you include a CTA in the email, incorporate something actionable in the preheader too. <\/p>\n\n\n\n

Take a look at the preheader by YES BANK that prompts the users to take action and \u201capply now\u201d for the home loan. <\/p>\n\n\n\n

\"Yes<\/figure>\n\n\n\n

4. Attract with an incentive<\/h3>\n\n\n\n

Promotional emails<\/a> can get boring for the reader. They get too many of them each day. You can use the snippet text as a teaser of the offer in the email. For example: Take a look at this example by Kate Spade. <\/p>\n\n\n\n

The subject line mentions great prices and summer-ready styles. The preheader text builds up on it and reveals the 75% off offer.<\/p>\n\n\n\n

\"kate<\/figure>\n\n\n\n

5. Use the preheader as an abstract for the email<\/h3>\n\n\n\n

Your subject line and preheader together should compile the entire email, if possible. Take a look at the subject line and preheader from Pipedrive CRM. It is a mini-email in itself. It clearly lets the readers know that they need to upgrade the plan to continue using the tool. <\/p>\n\n\n\n

\"Email<\/figure>\n\n\n\n

6. Pique the subscriber\u2019s curiosity<\/h3>\n\n\n\n

Sometimes, it is more rewarding to tease the reader and create suspense. Ellevest has used the same principle in their preheader text. They have intrigued the readers by promoting the free workshop that would make their future fun. <\/p>\n\n\n\n

\"Ellevest-<\/figure>\n\n\n\n

7. Create a sense of urgency through the snippet preview<\/h3>\n\n\n\n

One of the biggest drivers of action is the fear of missing out. Creating a sense of urgency helps reinforce this feeling. Make prudent use of the limited space available in the preheader text space. Use words like \u201cDon\u2019t miss out\u201d to bring instant conversions. See how Kate Spade has nailed this tactic in their preview text. \u201cToday only\u201d is enough to draw the reader\u2019s attention and make them open the email. <\/p>\n\n\n\n

\"Kate<\/figure>\n\n\n\n

8. Incorporate emojis to add a personal touch<\/h3>\n\n\n\n

This is a best practice only if it matches your brand personality. Emojis give an informal feel to the email and make it more personalized. Just like we use emojis while chatting with our friends, adding them in your preheader text makes it look like a friendly conversation. <\/p>\n\n\n\n

Here\u2019s how Chris from Copy.ai has expressed his excitement in the welcome email preheader text. <\/p>\n\n\n\n

\"Copy.ai-<\/figure>\n\n\n\n

9. Add an element of humor<\/h3>\n\n\n\n

Humor goes a long way in getting emails opened and clicked-through. Make your subscribers smile and they won\u2019t mind checking out what you have got to say. <\/p>\n\n\n\n

Take a look at the subtle humor used by Chubbies. <\/p>\n\n\n\n

\"Chubbies<\/figure>\n\n\n\n

10. Test how the preheader renders across different devices<\/h3>\n\n\n\n

You must see how the preheader text looks in different devices. Use tools like Litmus or Email on Acid to preview your email from the subscriber\u2019s point of view. <\/p>\n\n\n

\"We<\/a><\/div><\/div>\n\n\n\n

Analyzing the Performance of Your Email Snippet <\/h2>\n\n\n\n

The key metrics to consider for the success of email snippet are:<\/p>\n\n\n\n

1. Open rate: How many people opened the emails?<\/p>\n\n\n\n

2. Click-to-open rate: Out of the people who opened the email, how many of them clicked?<\/p>\n\n\n\n

3. Click-through rate: How many people clicked on the links in your email?<\/p>\n\n\n\n

4. Unsubscribe rate: How many people opted out of future communications?<\/p>\n\n\n\n

How to add a preheader text to an email?<\/h2>\n\n\n\n

There are two ways to include a preheader text in email. <\/p>\n\n\n\n

  1. With code<\/strong><\/li><\/ol>\n\n\n\n

    In this method, you let the email clients know what should be added in the preheader text. <\/p>\n\n\n\n

    It takes 3 easy steps:<\/p>\n\n\n\n

    a. Include the text as the first text within the email\u2019s <body> tag <\/p>\n\n\n\n

    b. Place the text in a <div> style<\/p>\n\n\n\n

    <!– ===PRE HEADER SECTION START === –><\/p>\n\n\n\n

            <tr><\/p>\n\n\n\n

              <td align=”center” style=”line-height:0px; font-size:0px;”><div style=”display:none;font-size:1px;color:#f7f7f7;line-height:1px;font-family:Arial, sans-serif;max-height:0px;max-width:0px;opacity:0;overflow:hidden;mso-hide:all;”> Pre-Header Text Goes Here <\/div><\/td><\/p>\n\n\n\n

            <\/tr><\/p>\n\n\n\n

            <!– ===PRE HEADER SECTION ENDS === –><\/p>\n\n\n\n

    c. Hide the text from the main body of the email with the help of <div> style. <\/p>\n\n\n\n

    The email will display the preheader text as the first text in the email. The hidden div style will hide this text when a subscriber opens the email. <\/p>\n\n\n\n

    So, the email client will show the preheader text but it will not appear in the email design. <\/p>\n\n\n\n

    In addition, you can also personalize the preheader text by using merge variables. For example: You can use {$firstName} to add the user\u2019s name in the snippet preview. <\/p>\n\n\n\n

    1. Without code<\/strong><\/li><\/ol>\n\n\n\n

      If the steps mentioned above have intimidated you, there is one more option you get. ESPs and CRM tools also give you a feature to directly add the preheader text without any coding hassles.<\/p>\n\n\n\n

      Take a look at the screenshots below. <\/p>\n\n\n\n

      1. Preheader text in Mailchimp<\/li><\/ol>\n\n\n\n
        \"Preheader<\/figure>\n\n\n\n
        1. Preheader text in ActiveCampaign<\/li><\/ol>\n\n\n\n
          \"Preheader<\/figure>\n\n\n\n

          Compatibility of Email Preheader Text<\/p>\n\n\n\n

          Except Mozilla Thunderbird, all the popular email clients support email preheader text. <\/p>\n\n\n\n

          Wrapping Up<\/h2>\n\n\n\n

          Email snippets play an important role in getting the subscribers interested in your message. Make the most of this opportunity and drive a considerable increase in the email open rates<\/a>. Just follow all these email snippet best practices, and you will see a difference in the performance of your campaigns.\u00a0\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

          Most marketers struggle with drafting an effective email snippet. Read on to learn how to write snippets that bring better open rates<\/p>\n","protected":false},"author":22,"featured_media":32600,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-32580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-delivery"],"yoast_head":"\nBest Practices for Email Snippets to Improve Open Rates<\/title>\n<meta name=\"description\" content=\"Most marketers struggle with drafting an effective email snippet. 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