Email preheader text must be informative

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 19, 2021, 3:29 AM UTC

This piece is based on a recent infographic from Uplers, highlighting the best practices for email marketing.

Focus on optimising email design in a way that it makes them easy to access and scan. Writing a “crisp, personalised, intriguing subject line” within 65 characters can help boost email open rates and keep readers anchored.

An email’s preheader text must be informative and within 30-55 characters. Ensure the subject line isn’t misleading. To make emails accessible, marketers should maintain a single column layout, and ensure the font size is 22px or more and the CTA button is a minimum of “44x44” pixels.

Maintain a reading order by assembling content from left to right and from top to bottom. Images being used must be supported by ALT Text. Maintain a contrast between text colour and the email background to effectively reach people with disability.   

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