How To Nail Your Email Pre-Header (And What Everyone Else Is Getting Wrong)

 There have been thousands of articles written about this very topic (I’m sure I’ve read hundreds of them over the years myself), and yet it’s still something I see businesses getting very, very wrong.The pre-header is an often misunderstood, misused field in email marketing that when used correctly, is just as important as a good subject line.So, to get you ahead of the pack, here’s a guide on how to use your pre-header wisely.

Get To Know Pre-Headers

It’s a field in the email building process that often stumps people – they’re not really sure what it does, or what the point of it is. A pre-header (also known as preview text) is a way to let your customers know what to expect when they open the email in less than 130 characters.When best used, the pre-header works alongside your subject line to give just enough of a teaser for the reader to want to know more and open the email. Think of it as a way to get the info in that you couldn’t fit in your subject line.At its worst, it’s either a wasted opportunity, or left completely blank. When this happens, the email provider will automatically fill content from your email into this space – it’s often out of context and won’t necessarily pull customers in. Worst case scenario is you end up with your navigation buttons in as your pre-header - New In, Women, Men – not the greatest look in an email.

3 Things To Remember When Writing Your Pre-Header

1. The pre-header should work together with your subject line – use it as a way to continue on from the subject line, or convey a secondary message by using a word like ‘Plus’
2. Keep in concise – don’t waffle, the recommended length is 40 – 130 characters. On desktop, it will also depend on your subject length, the longer the subject line the less of the pre-header shows and vice versa. I always err on the side of less is more, 40 characters goes quickly!
3. Don’t bury your main message in the pre-header – it should act as a supporting role, not the star

Examples Of Great Pre-Headers

Glassons - A great example of a short and sweet subject line, with the pre-header providing the context and detail.The RealReal – High end resale site the RealReal shows how you can use ‘Plus’ to add on a second message seamlessly. They could have put more text in here if they had wanted, but no need in this case.And where it’s gone wrong...I spy a navigation creeping into the pre-header. To avoid this, they should have made their pre-header longer. You can pick this up in testing before you send your emails.Same problem here. Short, generic pre-header that’s been done without thought. Then the email content starts to sneak in. Whoops, no pun intended. By Sophie Macfarlane-Digital Whizz of TalkShop Bespoke Retail Consulting   

Fashion Exposed Now

Hear more insights from Sophie Macfarlane at her Free Seminar Session, Hi Bricks And Mortar, My Name Is Online, Nice To E-meet You! on Sunday 2 February at Fashion Exposed Now, Australia’s only dedicated womenswear buying event. Registration is free and includes access local and international labels, seminars and round table sessions to help build your business. Fashion Exposed NowFree, trade-only eventSunday 2 – Monday 3 February 2020Royal Exhibition Building, Melbournefashionexposed.com 

Learn How to Grow Your Digital Footprint

Are you keeping ahead or just keeping up?Growing Your Digital Footprint Every business in our Industry is facing the challenge to be present and highly effective in the digital space.We are extremely fortunate to be experiencing a time in business where our customers have never been more accessible.Through the University of Google and at basically no cost, you can teach yourself how to set up an Instagram, Pinterest, Facebook, Twitter, You tube and Snap Chat account, all in a fairly short period of time.This means as a business owner, whether you are a designer, retailer, wholesaler, buyer, stylist, or blogger, you have multiple tools in your hand to immediately start locating and engaging your target market and building your brand community.It's not totally for free though as you must invest your time and often other resources and you must develop quality brand assets, quality creative, interesting content and you must have a strategy.  You may need to incentivise a fashion influencer or two to embrace, wear and post your product or service. You may also need to enter into key collaborations with complementary brands, so that you can scale your message and continually reach markets that historically would not have been accessible to you as a business owner without spending thousands of dollars on traditional media. There is a lot to be learnt, but believe me it's doable.So if you really wanted to be, you too could essentially be “insta" famous!..and you could create a digital footprint that leads to brand greatness.If you are a business in our industry today who is not utilising the digital tools available including e-commerce to build your business and create direct engagement with your consumer then unfortunately your competition is most likely already way ahead of the game you are playing.For those who do not have a strong digital presence right now this is equal to a bricks and mortar store being located down a dimly lit back laneway with no signage hoping for the best.  Poor visibility of a brand equals poor trading.In our market there are major Australian retailers, small business owners and numerous other fashion industry sectors that are still playing catch up in this space today.Don’t let this be you!Attend Fashion Equipped's next event, Fashion Business Masterclass on Saturday 10th October. About the Author:Elizabeth FormosaFashion Business ConsultantSupporting Startups, Emerging Designers and Small Business.

Fashion Equipped is a consultancy agency, founded by Elizabeth Formosa, an industry professional with over 20 years of experience.  Elizabeth is adedicated, driven individual, passionate about supporting those in business. With extensive experience in various areas of the apparel and fashion industries, and a love of all aspects of the business, Elizabeth is committed to sharing with others her knowledge acquired over a long-term career.

Contact:Elizabeth Formosam:  0402 850 430e: elizabeth@fashionequipped.com.aufb: www.facebook.com/fashionequppedfashionequipped.com.au