The Underutilized Preheader / Snippet Text

One of the many cool aspects of working in the technology industry is learning (and developing) new terms. In case you missed it, a few newbies over the past several months include:

• Bacn: Bronto highlighted it in this very blog a few months back; there is even an entire site dedicated to Bacn (buy your shirt now)
• Remail: Tactic #5, or remarketing as some have named it
• Preheader / Snippet Text: see details below

So...what is the "snippet text?" Stefan Pollard defines it as the "tiny but significant parcel of real estate in your email message." I especially like his "3-step Extreme Snippet Makeover."

Lisa Harmon - one of the Voices of Email contributors from the Email Experience Council Blog - evaluates a few messages which utilize the snippet text, or preheader as she calls it. The Pottery Barn Kids example is most in line with what I'd recommend. The key is adding value (i.e, more than "if you're having trouble viewing..."), while avoiding rehashing what you have in the email body. Comment #1 validates this very point.

I wrote about preheaders back in October of 2007. Since that time, I've worked with several clients and you'd be amazed at the results. Click-throughs on the clear call-to-action in the preheader have shot through the roof. It's amazing that your creative department can spend all that time (and $$) on building "the perfect" email design, and all subscribers want to do is go directly to your site!

Please comment on this blog post with ways you've successfully utilized the preheader. The revolution begins now.

DJ Waldow
Account Manager at Bronto