Remember the Preheader Message

Friday, June 21, 2013 Listrak 0 Comments

Best practices for the preheader area in email tell you should include two things – a message to support the content of the email and a link to view the email in a browser. While the browser link is important, a supporting message is arguably more important. In Outlook, Gmail and the iPhone, the preheader text is displayed following the Subject Line. Since the iPhone holds 23% of the market share for email clients this is certainly something that should be taken advantage of.
Let’s take a look at two examples.

American Apparel

Subject Line:
KESH x American Apparel: The New Limited Collection
Please click here if you are unable to view the images.
This email from American Apparel doesn’t include a supporting preheader message. Instead, they’re using the space for a browser link only. Kudos for including a browser link, but as you can see on the iPhone preview, they’re missing out on an opportunity to better communicate the message.

Subject Line:
Casual Summer Clothes + The 4th of July Sale Is On
Kick Back With Summertime Clothes From Icebreaker, The North Face, prAna, & More ›
This email from is a good example of best practices. There is a nice supporting message in the preheader as well as a browser link. Notice the preheader message is on the left and the browser link is on the right. Positioning is important. In order for the preheader text to appear after the subject line it needs to be the first instance of html text in the email. Positioning the preheader message on the left side ensures that it’s the first instance.


Re-Engage Inactive Subscribers

Thursday, June 20, 2013 Listrak 0 Comments

A great example of a re-engagement campaign sent to inactive users:
You probably heard the news by now that Yahoo will be releasing email addresses that haven’t been used in over 12 months. You can read about it here. Yahoo is now trying to re-engage inactive users, like me, and this email does a good job - it gives a deadline for renewing, offers several links to do so, provides help if needed, and even gives the user a reason to reactivate. 
Email marketers can use these same tactics in their re-engagement campaigns - which is so important. Everyone should be reviewing subscriber engagement and cleaning lists to get ready for the holidays. Why not try a re-engagement campaign like this to try to reactivate subscribers who haven’t opened a message from you in the past six months? If you can get them back before the holidays, you could have a customer! And for the ones you can’t re-engage, be sure to suppress them from future sends. They’re no longer interested in your products and services and continuing to send to them can do more harm than good.
Any questions - let me know!