The Importance of Email Preview Text

The Importance of Email Preview Text

Many email marketers carefully write and design their emails to have the exact message that they want to convey to their audience and a look that appeals to the recipients.  However, most people get a lot of emails in a day and have a limited amount of time to check and read them.  If the messages from your email campaign are never opened because they get buried in people’s inboxes, then the design and content of your emails makes little difference.  As an email marketer you may be wondering, “How do I make my emails stand out in the inboxes of those on my email list to help improve the open rate?” One of the most effective ways to improve the open rate of your email marketing campaigns is with preview text.  The preview text is an often-ignored aspect of email marketing, but using it properly can entice more of the recipients on your email lists to open and read your messages.   This guide explains what email preview text is, why it is important, and the best ways to use preview text to improve the open rate of your email marketing campaign. Email Preview Text – What is it? Email preview text, or the pre-header, is the text that is visible in most email inboxes after the sender and subject lines that introduces the content of the message.  The preview text is often extracted right from the email message, but marketers can also create unique preview text for a more effective or enticing introduction.  The purpose of writing unique preview text is to inform the recipients of the main...
2017 Email Marketing Trends and the Future of Email Marketing

2017 Email Marketing Trends and the Future of Email Marketing

Email marketing is an important element of digital marketing campaigns that is here to stay.  However, it is important to continue to develop and adjust your email marketing campaign because email tactics and audience behavior are constantly changing.  Email marketing is one of the few marketing strategies in which companies can reach out to their audience or customers directly.  Staying on top of the current trends, as well as future predictions from experts in the field, can help you adjust your email marketing campaign and improve your open rate and engagement.  With so many opportunities to engage with your customers from interactive emails to embedded videos, there is always room to grow your email campaign. This guide covers the top email marketing trends of 2017 as well as future trends predicted by experts in the field. Finding Email Marketing Trends for 2017 Email marketing trends are written about extensively by marketers and other experts which can lead to an information overload when doing your own research.  To get a better idea of where email marketers believe these trends are heading, Litmus asked over 1,200 marketers in the field to name the most important 2017 trends.  The following are the four most prominent trends named in Litmus’ survey: Interactive Emails: Many companies have interactive home pages on their website that include things like image sliders, menus, and others, and many marketing experts believe that this is one of the biggest email marketing trends of 2017. You can make your emails more interactive for those on your email list by adding image galleries, special offers, and even add-to-cart functionality to encourage...
The Importance of Email Marketing

The Importance of Email Marketing

Email Marketing to Healthcare Professionals Research Email marketing is a great way to reach out to your audience and colleagues with new information about your company including new products or services, special events, and useful information.  When running an email marketing campaign, you must take into account the appearance of the email newsletter and how it displays across different devices and email clients, as well as the time of day your email is most likely to be opened. MMS Lists, a marketing agency that provides several email marketing services and email lists to market to healthcare professionals, has recently created an infographic containing 2015 statistics from their email marketing campaigns.  These statistics reveal the top email clients and devices that healthcare professionals (HCPs) used in 2015 to receive their emails.  This information is useful because understanding the behaviors of your audience, such as which email clients and devices they are likely to use to open your emails, can help you adjust your email marketing strategy to improve your open rate. Why Email Marketing According to the statistics from MMS Lists, the ROI for email marketing is the highest of all digital marketing channels with a return of about $38 for every dollar spent.  In the case of HCPs, MMS Lists found that 73 percent prefer that companies use email to communicate with them over other marketing channels.  The high ROI combined with the preference of many that companies market to them via email makes email marketing a very important strategy to incorporate into your digital marketing campaign. Email Marketing Statistics The infographic from MMS Lists includes the top 10...