SEATTLE, Sept. 21, 2009 -- Preheader text is HTML text that appears before or sometimes within the header of an email. It's important and growing in popularity because of the prevalence of image blocking by email subscribers and the increasing use of image-unfriendly mobile devices to view email. Those two trends make preheader text vital as both a promotional and functional tactic.
But while 97% of top online retailers use preheader text, a lot of them aren't maximizing their effectiveness, says Chad White, our research director. His new free, 10-page reportlet, Many Retailers Not Optimizing Preheader Text, discusses preheader text elements and their popularity, with particular focus on the most widely used and fastest growing elements. It also talks about opportunities to optimize preheader text, including minimizing the amount of space it takes up.
But while 97% of top online retailers use preheader text, a lot of them aren't maximizing their effectiveness, says Chad White, our research director. His new free, 10-page reportlet, Many Retailers Not Optimizing Preheader Text, discusses preheader text elements and their popularity, with particular focus on the most widely used and fastest growing elements. It also talks about opportunities to optimize preheader text, including minimizing the amount of space it takes up.