Preview TExt (Preheader)

EncouraginG A Receipient to ENGAGE WITH YOUR EMAIL

Each recipient receiving your email has three visual inducements to encourage your email to be opened. These are the email “From address”, Subject line and Preview text.

This Preview text is a snippet of copy pulled in from the body of your email. It is often displayed underneath the sender name and subject line in a subscriber’s inbox. Preview text can capture your subscriber’s attention, encouraging them to open. Preview text that include keywords can also influence behavior getting subscribers to scroll and view specific elements mentioned.

The majority of popular email clients now support this functionality including Gmail, Android and IOS native email apps and Outlook from 2013 onwards.

The benefits to optimizing your preview text are obvious.

To make this easy to manage and to allow easy testing we have added a new system variable called {EmailPreheader}.

Adding a Preheader

New creatives will have a new system variable called {EmailPreheader} automatically added after the body tag or the HTML tag if the body tag does not exist.

An Email Preheader system variable will be added to the creative to support it.

Working through the Send a message wizard the Email Preheader variable will show as a System text variable. You can enter the preheader manually, link to a field or use conditional content or lookup tables.

For example, you may enter a preheader manually stating this:

Color - Best offer holidays to France, Thailand offers - on upgrade

As the preheader is populated on send we will populate the variable with the following code :

<span style="display:none !important; visibility:hidden; mso-hide:all; font-size:1px; color:transparent; line-height:0px; max-height:0px; max-width:0px; opacity:0; overflow:hidden;"> Best offer holidays to France, Thailand offers - on upgrade</span>

This surrounding code means the preview text does not actually show in the email; but as it is text at the very top of your creative this will be used by the email clients as the preview text.

If you do not want to use preheaders or are already setting preheaders in your email code just don’t populate the Email preheader variable and nothing will be added allowing your code to take precedence. The Email Preheader system variable is not mandatory and has no default.

Note: Although the preheader code has been designed to not impact visually on the creative you should test thoroughly before sending to ensure your creative and deployments work correctly.

Note: Preview Text functionality will be available after Email Manager 6.3.4 has been installed in your environment. Resaving your creatives after Email Manager 6.3.4 has been installed will automatically add the Email Preheader variable and enable this functionality.

Note: “Save As” will save an exact duplicate of the creative. Due to this using “Save as” on a creative created before Email Manager 6.3.4 will not add the new email preheader variable. To add the new variable simply “Save as” and then do a standard save or vice versa.


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