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 I read a number of articles a few months back talking about the concept of a "preheader" or text snippet - The preheader express by Lisa Harmon, and Power Up Your Snippet Text by Stefan Pollard - and have since seen this tactic referenced in a number of different blogs and postings. However, what I'm not seeing is the adoption of this very simple practice by marketers, which leaves me understandably confused. How could marketers miss out on this opportunity?
The "preheader" is that small piece of real estate at the top of an email. Generally subdued in appearance, it's a great place to pimp your value statement. Often times you'll see the "View Web Version" links up there which is great and wonderful but keep this in mind: mobile use is rising. Readers of your message using mobile devices generally only see the first few lines before they decide to either delete it or read it later. A web version does them little good at this point. What you have to do is capture their attention and make them want to read the email later. This little preheader is the perfect place to do that!
Take a look at how my gmail account renders these three messages:
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The bottom message, This weeks Top 5 Action Movies, has the snippet of "Top5Flicks - your best source for buying the best movie" . I say so what?! I would rather know what's in the message than the fact that you're the best. (which I guess isn't a bad thing but doesn’t make me want to open your email)
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The middle message shows the web version messaging. Great but that doesn’t really do me any good, I can't click on it from here anyway. It certainly doesn't make me want to open it.
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The top message is where the money is, "Get 25% off this months Horror Flicks!!! Use offer code Hor....". This is the statement that will keep me around - a discount?! Count me in! Plus, if they shorten that text a little further I can actually get the whole discount code in the snippet! (something they would have found in testing most definitely).
We get similar rendering results with Outlook 2003 with auto preview enabled:
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In fact, there is even more real estate to work with here.
For mobile devices we experience an abbreviated version of this messaging (with the exception of those who are lucky enough to be using an iPhone which actually renders this stuff very nicely).
Both Stefan and Lisa make great points in their articles, and Stefan even elaborates on using different types of snippets based on your email's purpose. My take away from both is that the value statement should be the first thing your users see in this "pre header" area. It's the reason your readers will stick around and potentially get you through that first triage safe and sound!
It's such a simple thing to implement and won't take more than 5 minutes from your design time. I've read the stories of those that have ventured into this foreign yet oh-so-simple concept and who have returned spouting praises and bleeding money (okay, not bleeding money but definitely richer for their risk). Why not take the few minutes to try it - at least test it? Who knows, you might be surprised.
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