Improve email deliverability
The importance of a good/catchy subject line is well known to everyone. The same goes for the right sending time and setting up the SPF record in the DNS. But the first sentence/paragraph of the email message also influences the percentage of emails read. This first text in your email is also called a snippet or preheader. When the percentage of read messages improves, major email providers will positively value the sender’s domain, and messages are less likely to end up in the spam folder.
Because it is the first text in your email, many email clients such as Gmail, Outlook, and the iPhone’s email client will display this text (or part of it) immediately after the subject line as a preview in the message list.
In i-Reserve, you can easily set up different preheader messages using template section blocks and load these blocks into the email template. This allows you to quickly and easily test which “snippet” improves the percentage of emails read. As a result, your customers/users will be better informed about your product, service, or organization.
Example HTML preheader template section block:
<table border="0" cellpadding="0" cellspacing="0" width="100%"> <tr><td>This is an example of a snippet text/preheader. This text is visible in many email clients before the message is opened. With the right text, you increase the chance that the recipient will open and read the message.</td></tr> </table>
What can TEQA do for you?
- We can assist you in a phone or online support session with setting up the preheaders and integrating them into your email templates.
- You can book a workshop in which this topic will be covered, along with any other subjects you would like to address.
- We are happy to receive the marketing content (texts) from your own staff/department or an external party. Of course, we can support you if needed.
Background articles
- https://returnpath.com/wp-content/uploads/2016/02/RP-Metrics-Benchmark-Report.pdf
- (Dutch) https://www.marketingfacts.nl/berichten/20111104_preheader_of_snippet_de_versterking_van_je_onderwerpregel/
Related articles
Don’t forget to test your preheader
Test different versions of your snippet to find out which works best in your emails. Make use of split-run tests. Also, don’t forget to change your snippet regularly. Someone who has already opened your email several times doesn’t need to read for the 10th time that they are “receiving this email because they subscribed on such-and-such website.” It’s also a waste of space that you could use for other text.
