Peggy and I have just returned from a seminar for a French client in Lausanne with a riverboat cruise on the Rhône tacked on at the end. At the boat in Arles, a gaggle of jetlagged travelers were gathered in the Panorama Lounge of Amadeus, unhappy their rooms would not be ready until 4:00 p.m.
The universal challenge for marketers is getting the email opened! Obviously, the "From" line, "Subject" line, and testing were major topics of conversation. However, we also discussed something that, until a few months ago, was new to me — the all-important "preheader." The preheader is the small line of text that appears above the html image on the email and shows up as the lead-in on your smartphone or tablet.