How do you craft a compelling preheader that complements and enhances your subject line?

The pre-header is a good intro line and should work in tandem with the subject line. I would actually write them together - because it's the additional context for the subject line. Always follow the guidance on length.

A catchy headline can grab the reader's attention, enticing them to read further. It can make the reader curious about the content of the article, leading to more engagement and clicks.

Be careful of “Spam Words” . To name a few “Free” “ Open Now” “Winner” “£££” “Click Below” “Never” “Here” and also don’t over punctuate!!!??!!! Really think about what your brand voice is and what your audience wants to hear from you about .

In my experience, the preheader provides an opportunity to share nuggets of high-impact content quickly with recipients, before they’ve even opened your email. It’s one of the few levers you have to use to encourage them to open and read more, so I recommend making it speak to their pain points or provide validation to your subject line with data points.

Find where to set the preheader in your email tech. If you don’t set it, the first line of your email will be used instead, and that almost always boring or unhelpful to show in the inbox - like Hi firstname… or View this email in a browser…

The subject has got to entice the reader without being overtly 'salesy'... Be mindful of spammy language. There are dozens of words and phrases that can be spammy I encourage you to not use language that evokes a strong and usually superficial interest or emotional reaction, don't overpromise or mislead... Don't work in emojis in between every other word. Keep the subject line brief and engaging - it's your first opportunity for personalization in your email.

A couple of things to keep in mind - Make the reader curious and wanting for more. Current issues to practical tips. - Establish your tone, voice, and personality. When you use a unique consistent style, it can help in building brand loyalty and recognition. - Well-crafted headlines can improve the search engine optimization (SEO) of the content.

One thing I noticed is that personalized subject lines tend to perform well. By using your reader's name in the subject they feel more valued. It can also break up there inbox by drawing their eye to their name.

Writing a "disruptive" subject line (I also call it "an interrupter") to get someone's attention goes a long way to getting emails opened. Personalizing it can be very helpful. Emojis, when used appropriately (and sparingly), help increase engagement as well.

👀 Adding an emoji (or two) helps an email stand out a crowded inbox. Use those appropriately and be cognizant of potentially different interpretations of emojis.

Think of the preheader as the chaser to the subject line. Or a subheading. Or tagline. In mine it’s often used like a conversational aside - the sort of thing you lean over and tell you best mate to make them laugh.

Despite the discussions of DEI practitioners regarding the various aspects of DEI, I proposed a thought-provoking title "Redefining DEI from Bathroom to Boardroom." This title not only sounds compelling but also highlights the need to include trans and gender-expansive individuals in all DEI strategies, which are often overlooked.

Look for any split testing features in your email tech. In ActiveCampaign for example, you can split test campaign emails easily on the subject line and preheader, and test using either opens or clicks. Top tips for testing: Change one thing only per test so that you can be certain what made the difference Test with a big enough sending volume to make it worthwhile and valid Consider testing for clicks - opens are not accurate, and may not be an indication if buying-intent.

The subject line, pre-header and email content... They should all work together. The subject line should convince the reader there's something they need in the email, the pre-header adds the context to the subject line with the main email content delivering on the promise of the subject line, it's the offer or pitch.

And don't forget to be concise and direct to the point. Yes, you want your lead to know about your business, but ultimately, if your goal is to have a call scheduled, be direct and ask for the call. No one needs no read 5 paragraphs to be convinced. If the lead has a need that combines with what your company has to offer, they will come at the right time. Just keep the engagement going.

In all of the article and the comments, there is one thing missing, something that should be obvious, but is rarely used. Make it about the reader. Once people know and like your brand, they will open most of your emails anyway, but until then your subject line and pre-header need to show you understand and can provide something of benefit to them.