Commentary

Subject Line + Preheader: The Perfect Mobile Pairing

About a month ago, a friend of mine gave me a sneak peek at her beauty and fashion site's revamped newsletter, set to launch some time this month. Everything about the design felt fresh, clean, and engaging. It was organized to perfection, the visuals were spot-on, the copy was fun, and the CTAs were clear.

 

Complimenting her on the overall creative, I pointed out in passing that she was missing the preheader, assuming of course that she knew what a preheader was. She didn't. So, jumping at the chance to show off my email skills, I pulled out my iPhone to give her a mini-tutorial about the importance of the preheader.

And that was my ah-ha moment. Looking at my inbox on my iPhone, it was as though I was seeing the relationship between the subject line and the preheader for the very first time. Sure, I'd read Chad White's article and report about preheaders, and yes, I'd also been writing preheaders for quite some time -- but not until that moment did I really get it. (I get it, Chad! I finally get it.)

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It's like this: The preheader is a continuation of the story already set in motion by the subject line. Finding the perfect balance between the subject line and the preheader is not an easy task. While writers spend a lot of time crafting the most compelling subject line possible, the preheader is treated as somewhat of a throwaway. Often, it just repeats the subject line verbatim.

To give you a visual, let's take a minute to study the preheader and subject line relationship in action. Below is the reconstructed view of my inbox from my iPhone, complete with punctuation (or lack therof) and word cutoffs so you get the complete picture. The info is listed in the exact order that I read it on my screen, starting with what company it's from, then the Subject Line, and finally the Preheader.

The Zoe Report

TZR: Heavy Metal

Email not displaying correctly? View it in your browser. Glamour is Contagious: Sh...

My take: I wish Rachel Zoe would move her FTAF to the first half of the preheader. (When you open the email, the copy reads: Glamour is Contagious: Share with Friends.)  No one else (in my inbox at least) highlights the share idea, which is a bit shocking given our social nature these days.

CB2

Next week... Save 15% in stores

Viewing on a mobile device? Click here to view this email in text. Are you having diffi...

My take:  I'm a fan of using the preheader to add to the story, but I can also see the benefit of letting users know that there is another way to see the email.

 

Bloomingdale's

Plaid from Theory + Save 25-30...

Plaid from Theory Save 25-30% on Select Shoes Having problems viewing this email...

My take: Without punctuation or some kind of break, this ends up looking like a jumble of words. Plus, repeating the SL verbatim is a waste of valuable space.

 

Pottery Barn

Over 300 NEW holiday items just...

Pottery Barn THE HOLIDAYS ARE HERE - SHOP HOLIDAY DECOR > Click here to...

My take: First, there's no need to repeat the company name. Second, add to the story by expanding on the subject line vs. just repeating the same info in a different way.

 

Victoria's Secret

WHAT'S SEXY NOW: Sparkle &...

All that glitters. View on a mobile device, or web browser. You've received this messa...

My take: I love that VS added some editorial to the preheader, but would have loved it more if they'd added some categories. "All that glitters: bras, panties, camis, more."

 

Staples

FREE Gift. 50% savings. Enough...

This message has no content.

My take: Do I really need to say anything here? I think it's obvious.

 

Tobi

30-80% off, totally rad!

*Selected styles only. If discount is 50% or more off original price, item is Final Sale...

My take: Interesting way to work in the disclaimer. Although, they could have moved "selected styles" to the subject line and used the preheader to list vendor names.

 

west elm

Last Chance to get $50 for every...

Last Chance to get $50 for every $250 spent with your west elm credit card view...

My take: A simple rewording of the preheader would have done the trick. "Spend $250 on your west elm credit card and get $50." That way you get to deliver more details and support your subject line.

 

ProFlowers

$19.99 for the Perfect Autumn Gift

Save an Extra $10 and Send 100 Blooms of Carnations for $19.99! View the full em...

My take: The preheader completes the story by telling me how much I save, what kind of flower I can send, and how many stems are included. Well done.

 

Dinner Made Easy

10 Must-Try Dinners for $10 or...

10 must-try dinners for $10 or less  | View as webpage Chicken Chili Over Corn Muf...

My take: Move the Chicken Chili recipe up as a support to the 10 Must-Try Dinners.

 

Target.com

Sleighbells ring: Free shipping wh...

Add Target (targetnews@targtbfi0.com) to your address book to ensure complete de...

My take: Target is usually so... on-target with its message (pun intended), but this example really showcases a missed opportunity.

 

Moosejaw.com

EXTENDED! 20% Off Almost Eve...

20% off (nearly) Everything: Icebreaker, Mountain Hardwear, Cloudveil and more...

My take: I love this example from Moosejaw. The company used the preheader to get the vendor names in there. Very clever. But it would have been sheer genius if they'd included the coupon code in the preheader.

From where I'm typing, the preheader evolution has just begun. Rather than solely seeing it as a functionality piece, writers need to start thinking of it as a piece of editorial content. We spend a lot of time crafting subject lines, and now we need to show the preheader some love.

1 comment about "Subject Line + Preheader: The Perfect Mobile Pairing".
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  1. Frances Dugan from Permanent General Companies, Inc., November 3, 2009 at 10:18 a.m.

    It's surprising to see that big retailers are missing opportunities with the preheader. I also see an opportunity for ESPs here - why not include a mobile preview of the subject/preheader combo?

    It would also be helpful to provide the character limit(s) for the subject and preheader on the various mobile devices (perhaps the campaign setup phase).

    Features like these would be convenient for in-the-know marketers but would also help educate novice email marketers.

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