Phone, keys, wallet? Zipper zippered? Buttons buttoned? Socks matched? You likely have a mental checklist before leaving home, but do you also have a checklist for the emails you send out?
This is the text that shows in your inbox under the subject line. In the example below, “Can’t decide what…” is the subject line and “Start saving now“ is the preheader.
Consider it an expansion to your subject line. How much shows up depends on the reader's email setup. Ideal length is 50-100 characters, 6-11 words.
If your email has a date (“September 2019 News”) did you update it?
Avoid a circus-poster effect by limiting the number of fonts and colors.
Is your email coming from someone your recipients will recognize? Do they better know you by your name or your business?
Did you remove boilerplate (placeholder) text from the template, such as “text link.”
If your email includes a promotional offer or gift certificate:
Now you’re ready to test.
Personalized subject line
One last thing before you send the email
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Judy Wolff is a writer, editor, and computer geek.
Helping small businesses increase sales and nonprofits increase donations by engaging with customers through email marketing and social media.