A disconnect between the two is jarring for users

[Rakibul200]

Still having trouble getting the length right? Don’t despair. Take the guesswork out of the equation by using email header preview tools like zurb to see how exactly your preheader and subject line will look on different devices. Mistake : preheader and subject line mismatch if your preheader doesn’t fit your subject, you’re erring. No matter how nice sounding your preheader is if it doesn’t expand on the subject line, it’ll fail.

Combined, the subject line and the business owner data preview text make up of the first thing people look at when deciding whether to open an email. By marrying the two so they complement each other and communicate one full story, you raise your chances of getting your email opened. Here’s an example: subject: off our new collection preheader: save big on all latest denim jackets, jeans, and dresses for days only! The subject line introduces a massive discount.

And then the preheader adds finer details about the offer by telling subscribers which items are on sale and how long the special is running for. These specifics make the offer clearer and add a bit of urgency into the scenario. Mistake : forgetting to split test relying on your gut won’t get you far. In an age of countless analytics and testing tools and toys, it’s surprising how businesses still depend on what they think will work.