Content Marketing and Copywriting no image

Published on June 4th, 2010 | by Janine Popick

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Get a Higher Open & Click Rate with Pre-Header Links

Your recipients are getting your email marketing campaigns in various email readers and on mobile devices and many of them are making decisions on whether to read them in a split second. They look at who the email is from, then the subject line, and in some cases what comes directly after the subject line; the pre-header text.

We see most people using pre-headers for the scenario where images are not being displayed because of the way a recipient has their email reader configured. But this often times is also what gets displayed right after your subject line in many email readers. It’s pretty valuable space don’t you think? Check out the example below.

Shimmer Magic Tan & Boutique

So we recommend you test some of your most important content, short and sweet, right in the pre-header of your emails. We started doing it and have noticed an increase in the number of opens and clicks we’re getting to our emails.

Vertical Response

We still keep our other links in the pre-header. Notice below, we include a link to “View this Email” and a link to “Add  to you email Address Book.” But we included a “New Guide: Event Marketing for Your Business” which got pulled into the email reader (see above).

Since we launched pre-header link, it has been in the top 8 clicked on links of all of our newsletter URLs and our open rate has remained high because of the pre-header shown in the reader.

The VRBuzz

So give it a try in your next email marketing campaign and give us your results!

© 2010 – 2012, Janine Popick. All rights reserved.

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About the Author

is a contributing author for VerticalResponse.



3 Responses to Get a Higher Open & Click Rate with Pre-Header Links

  1. Amber says:

    I agree with Jill, can you please tell us how to format or insert a Pre-header link into our email blast. Where do we insert copy & create link so it appears as “Pre-Header Link”?
    thank you,

  2. Jill says:

    Can you please add a link to a tutorial on VR explaining how to do this? I’ve read about how important it is, but I’m confused about how to implement it. Thanks!

  3. Our agency just posted a blog on useful email tips and plan to do a follow-up post later this summer. We started using targeted pre-header links about a month ago and also hope to examine our results at that time. So, great timely post!

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