So, it’s 2024 and one of your New Year’s resolutions is (obviously) to nail your email marketing–but where to start? At ActionRocket, we’re firm believers that every email is a story, and every story starts somewhere. That pivotal beginning lies in your subject line and preheader, and crafting these elements well can be the difference between a recipient opening your email to discover more, or passing it by. 

Don’t worry, we’re here to help with our expert tips to ensure all of your email recipients choose to unfold the story you're telling. So, why not begin the year as you intend to continue with your emails - by absolutely nailing it!

#1 Spark curiosity 

Your subject line and preheader are your chance to stand out in a crowded inbox. To encourage that all-important click (or tap), you’ll want to summarise the content of your email in a way that promises your customer something useful, without giving too much away that they don’t feel the need to open it. 

Top tip: turn features into benefits. If you’ve got something to shout about, don’t just describe it, let customers know what’s in it for them.

#2 Don’t neglect the preheader 

So, you’ve got the attention of your audience in the subject line and now it’s time to incentivise them with what your email has to offer. If you’re announcing a promotion, for example, you might use the preheader to expand on the details. You could also use it to ask a question, introduce another topic, create a sense of urgency or present a call to action. 

Top tip: remember that the preheader should complement the subject line, not repeat it. 

#3 Get personal 

Personalisation in subject lines and preheaders has been proven to increase the open rate of emails, so whilst it’s not necessary all the time, it’s an easy win. Your audience receives hundreds of emails daily, so adding personalisation allows you to stand out by addressing your customers as individuals and turning just another marketing email into something that resonates with them. 

Top tip: ways to personalise include using a customer’s name and location, but also things like their interests, recent purchases or events like their birthday. 

#4 Steer clear of the spam 

When it comes to writing emails, it’s easy to get over-excited—want to save money??? Try THIS!!! But overdoing the punctuation, capital letters or special characters is a one-way ticket to the spam folder. Usually, emails that are considered ‘safe’ are regularly opened or actioned upon, so engagement is key. You can ask new subscribers to whitelist your emails by adding you to their approved senders. 

Top tip: if you’re using ten then you might have a problem, but an emoji here and there is a great way to lighten the tone of your email, and catch the eye of your audience , as long as it fits your brand. 

#5 Keep things short and sweet  

When it comes to your subject line and preheader, cut the waffle. This is not only because you want to quickly spark the attention of those inbox-skimming eyes, but also because you want to optimise your email for multiple devices and make sure your dreamy subject line and preheader get the visibility they deserve. 

Top tip: there is no hard and fast rule about the length of the subject line and preheader, but generally the guidance is: subject lines, no more than 60 characters, preheaders, between 30 and 80 characters. 

By now, we hope you’re feeling confident enough to smash out a subject line and preheader combo that will send open rates through the roof, but if you’re not don’t worry, drop us a message and our team of email wizards will be more than happy to help.