Most people reading this already know what an email preheader is, but I’ll indulge myself anyway. The preheader is the small text found at the top of the design that summarizes the email’s most pertinent information. It’s there for two main reasons: 1) If the images don’t load, the viewer can easily see what the email is about and is able to click through 2) Some email clients will show the first few lines of the email’s text before opening the email. With this, the recipient can get a better idea about the contents of the message.
What you find in the preheader can vary from one brand to another, but most commonly found is the topic of the email (which links to the main call-to-action) and a link to view the email in a browser. It’s fairly common practice and most retailers don’t give it a second thought when creating it — using the headline from the copy and the same wording to view in a browser. Every. Single. Time. Until today. I noticed one brand that is having a little fun with their preheader. Rather than simply saying “view in browser” every week, they add a fun relevant lead-in. Here are a few examples:
In an email where the first articles is about weaving, the preheader states:
Email still looming? View in browser.
In an email with products based on animals:
Email isn’t coming to life? View in browser.
In an email that has new products sorted by category:
Email refusing to be categorized? View in browser.
I love to see companies thinking outside the box and finding new ways to make something dull, fresh! I tip my hat to UncommonGoods. My only suggestion is to include a link to the call-to-action in the preheader as well.
Subject Line: This Just In: Categorically Cool
Preheater: Email refusing to be categorized? View in browser.
Subject Line: They Walk! They Talk!
Preheater: Email isn’t coming to life? View in browser.
Subject Line: The Goods: Waste Not
Preheader: Email still looming? View in browser.