Amit Jain

Looking for more email opens?

Blog Post created by Amit Jain on Feb 22, 2019

***Originally posted on "The Marketing Automation blog". For latest updates, follow this LinkedIn Page


Email Marketing is the most popular method to advertise in B2B environment. Email marketing is utilized by thousands of businesses of all sizes across the globe. It's very easy and cost effective method to reach your prospects. But what if no one is looking at your emails at all? To get most out of your email marketing you have to make sure that people are engaging with your emails.


OK, do one thing, look at your inbox now. How many unread emails do you have? I bet you have hundreds of unread emails and if you are like me you might have thousands :). We get a ton of emails in our inbox every day. So for an email marketer, the most critical thing is to ensure that when your prospects look at their inbox, your email should stand out and get full attention.


What is the first impression of your email?

Obviously, who sends the email; the From Name and what it is about; the Subject Line. Though it's correct but along with from name and subject line, there is one more important thing that subscriber notice at the very first look, a short description of your email. Which I am calling "Snippet Text" or "Preheader Text".

So to improve your open rates you have to make sure that all these three things are well optimized. So remember following equation every time you setup your newsletter:


From Name + Subject Line + Snippet text = High Open Rate


What is "Snippet Text"/"Preheader"?


Many of the email client including Gmail, Outlook, and iPhone not only show the from name and subject line but also some preview text of your emails. Below are some screenshots that will help you understand what I am talking about:




Does snippet text really improve open rates?


The open rates depends on the impression you left at the first glance of the inbox. As shown above there are three things that the subscriber will see in his inbox for your email. So if you have interesting subject line and snippet text, it will undoubtedly improve your open rates. I found people improving their open rates by 20-30% just because of a good snippet text.

I would also suggest to include "Snippet test" too in your A/B testing next time along with other things like subject, from to name, and body content etc.


Which all devices/email clients support "Snippet Text"?


Litmus did a test to see which all email clients/apps display snippet text. Below is the result for your reference:

How can I customize preheader text?


You do not have to do anything complex. Marketo has made our life easier here. Just go to email settings and add a Preheader..