3 Tips for Maximizing Prime Real Estate Within Emails
3. Incorporate a preheader. Using a system text preheader is an effective tool to overcome blocked images and quickly communicate the value of reading your message. This is especially true if your emails are image-heavy postcards where your entire message could be blocked out.
Every preheader should include the following:
- an engaging teaser system text statement with an underlined system text call to action;
- view online- and view mobile-version prompts; and
- a safe sender/add-to-address prompt for welcome messages.
Ideally, the preheader is placed at the very top of the email and aligned to the left so it's above any blocked image and not cut off by the right side of a vertical preview pane. Also, make sure it's not white or another light-colored system text. Otherwise, you risk the preheader not being legible should the background color be removed by the email client.
These tips aren't intended to restrict the creative process, but to make sure your email creative is strategically designed by working within the limitations of the channel. It's important to resist the temptation to design for only the best-case scenario. The true test for any email is how it looks and performs not on a large monitor where the email might be viewable in its entirety, but the more likely scenario of a 13-inch laptop or mobile device with only the above-the-fold zone displaying. The more you address potential worse-case scenarios by maximizing your email's best real estate, the more successful you'll be.