Your subject line is one of the most important lines of text in your email. This is your chance to pique your readers’ interest in the inbox and entice them to open your message.
You can be creative by asking questions, teasing your content, or adding a pun. Just be clear about what the reader should expect when they open the email and keep you subject line short — about 4-7 words — so nothing gets cut off in mobile inboxes.
The preheader is the line of text that appears beneath the subject line in the mobile inbox. Think of it as an extension of your subject line. Most mobile inboxes display 75–100 characters; limit yourself to 6-11 words to catch your reader’s attention.
Here’s what your preheader will look like in the mobile inbox:
Adding an eye-catching image that supports your message will also draw people in and persuade them to read on. Don’t go overboard — we found that messages with 1-3 images result in the highest engagement.
Start with an attention-grabbing headline, either before or directly after your image. Then, write a few sentences to answer:
What are you offering?
How will it help the reader?
What should they do next?
A few sentences will work just fine. On average, emails with 20 lines of text or less see the highest click-through rates.
Here’s an example:
5. Include a compelling call-to-action
Give your readers one clear action to take in every email. Position your call-to-action towards the top of your email so that it’s visible without readers having to scroll down. If your call-to-action includes a link, make it stand out using a button.