The Whitelist

At ClickMail, we like to say email marketing is made up of a lot of moving parts. That’s why we as an email marketing vendor strive to stay on top of email marketing regulations, changes and trends. It’s our job to be your email consultants, to keep up with changes in the email marketing industry so you don’t have to.

Another email marketing trend we’d like to talk about: text that appears above your header, or banner. MediaPost’s Email Insider blog last week offered a detailed rundown of the different ways retailers are using preheader text. It’s interesting and informative to click through to the examples given by bloggers Alex Madison and Lisa Harmon for two reasons: 1) you see the variety of approaches businesses are taking with preheaders, and 2) you can “experience” the preheader yourself as a customer or prospect.

Take a look at the many examples and start thinking about how your company might start using preheaders in your email marketing campaigns. But remember what we as the email consultants constantly preach: test, test, test. Don’t add preheader text because REI and Macy’s do it, and assume it will up your email marketing ROI. Play with different approaches, test, and find the preheader text that makes a difference for you as an email marketing tool.

But also act like a consumer and compare your reactions to the different approaches. You might be surprised at how much you don’t like one preheader or another…and then find out in testing that a preheader like that works best of all!

Tags: email consultants, Email marketing, Email marketing ROI, email marketing tool, email marketing vendor

This entry was posted on Monday, January 12th, 2009 at 11:57 am and is filed under Email marketing ROI. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.