Written by Kristina Schott, Email Marketing Designer
In a previous blog post, we took a look at one customer’s results with testing some variations on their preheader language to encourage subscribers to “view as a webpage.”
We saw that “view this email with images” outperformed “Having trouble viewing this email? Click here.” language by 33%.
The challenge:
Florida Power & Light wanted more subscribers to open their emails in an internet browser due to the robustness of their newsletters.
Viewing an email in an internet browser (Internet Explorer, Firefox, etc.) will allow your subscribers to become more engaged in the email by bypassing the preview pane, image-blocking, survey-blocking, and other inbox rendering issues.
The proposed solution:
One emerging trend we’ve seen is adding teaser text above the “view with images” link in the preheader. This teaser text is also linked to the “view with images” URL, and could be the main topic in an email newsletter, the best offer in a retail email, or an interesting or clear call to action. This text should entice subscribers to click, which also registers an open and opens the email in their browser window.
For Florida Power & Light, we used the main article’s headline as the teaser text. We conducted a random A/B split test.
The original preheader:
View this email with images.
The challenger:
Lower bills in 2009 – Find out more.
View this email with images.
The results:
When comparing tracking from the teaser versus non-teaser emails, the total percent of preheader clickthroughs were identical for both test segments. On the email with both teaser text and view as a webpage language, the teaser received about the same number of clicks as the “view with images” link did. The teaser did not add to the overall number of clicks.
Our Conclusion:
We removed the teaser from their email newsletters because the data didn’t show a clear benefit. As always, make sure to test before adding a teaser permanently. Your audience might respond differently to this type of preheader text!
Post your comments below - we’d love to hear a preheader teaser success story!
In a previous blog post, we took a look at one customer’s results with testing some variations on their preheader language to encourage subscribers to “view as a webpage.”
We saw that “view this email with images” outperformed “Having trouble viewing this email? Click here.” language by 33%.
The challenge:
Florida Power & Light wanted more subscribers to open their emails in an internet browser due to the robustness of their newsletters.
Viewing an email in an internet browser (Internet Explorer, Firefox, etc.) will allow your subscribers to become more engaged in the email by bypassing the preview pane, image-blocking, survey-blocking, and other inbox rendering issues.
The proposed solution:
One emerging trend we’ve seen is adding teaser text above the “view with images” link in the preheader. This teaser text is also linked to the “view with images” URL, and could be the main topic in an email newsletter, the best offer in a retail email, or an interesting or clear call to action. This text should entice subscribers to click, which also registers an open and opens the email in their browser window.
For Florida Power & Light, we used the main article’s headline as the teaser text. We conducted a random A/B split test.
The original preheader:
View this email with images.
The challenger:
Lower bills in 2009 – Find out more.
View this email with images.
The results:
When comparing tracking from the teaser versus non-teaser emails, the total percent of preheader clickthroughs were identical for both test segments. On the email with both teaser text and view as a webpage language, the teaser received about the same number of clicks as the “view with images” link did. The teaser did not add to the overall number of clicks.
Our Conclusion:
We removed the teaser from their email newsletters because the data didn’t show a clear benefit. As always, make sure to test before adding a teaser permanently. Your audience might respond differently to this type of preheader text!
Post your comments below - we’d love to hear a preheader teaser success story!
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