While most email marketers do include a preheader in their email designs, many businesses aren’t taking full advantage of that small yet important part of their email campaigns.
Okay, including the standard “Problems viewing this email? Click here to read it online.” message is good for accessibility. But why waste a good opportunity to sell your products or services? Be as specific as you can: “Click here to be the first to grab the <product> promo!” or “You can’t read the email but don’t want to miss out on <limited offer>? Click here!”. Wanna bet it works?
Conclusion: Don’t just use the email preheader to make your campaigns more accessible. Sneak a sales offer in there and make it work.