How To Nail Your Email Pre-Header (And What Everyone Else Is Getting Wrong)

 There have been thousands of articles written about this very topic (I’m sure I’ve read hundreds of them over the years myself), and yet it’s still something I see businesses getting very, very wrong.The pre-header is an often misunderstood, misused field in email marketing that when used correctly, is just as important as a good subject line.So, to get you ahead of the pack, here’s a guide on how to use your pre-header wisely.

Get To Know Pre-Headers

It’s a field in the email building process that often stumps people – they’re not really sure what it does, or what the point of it is. A pre-header (also known as preview text) is a way to let your customers know what to expect when they open the email in less than 130 characters.When best used, the pre-header works alongside your subject line to give just enough of a teaser for the reader to want to know more and open the email. Think of it as a way to get the info in that you couldn’t fit in your subject line.At its worst, it’s either a wasted opportunity, or left completely blank. When this happens, the email provider will automatically fill content from your email into this space – it’s often out of context and won’t necessarily pull customers in. Worst case scenario is you end up with your navigation buttons in as your pre-header - New In, Women, Men – not the greatest look in an email.

3 Things To Remember When Writing Your Pre-Header

1. The pre-header should work together with your subject line – use it as a way to continue on from the subject line, or convey a secondary message by using a word like ‘Plus’
2. Keep in concise – don’t waffle, the recommended length is 40 – 130 characters. On desktop, it will also depend on your subject length, the longer the subject line the less of the pre-header shows and vice versa. I always err on the side of less is more, 40 characters goes quickly!
3. Don’t bury your main message in the pre-header – it should act as a supporting role, not the star

Examples Of Great Pre-Headers

Glassons - A great example of a short and sweet subject line, with the pre-header providing the context and detail.The RealReal – High end resale site the RealReal shows how you can use ‘Plus’ to add on a second message seamlessly. They could have put more text in here if they had wanted, but no need in this case.And where it’s gone wrong...I spy a navigation creeping into the pre-header. To avoid this, they should have made their pre-header longer. You can pick this up in testing before you send your emails.Same problem here. Short, generic pre-header that’s been done without thought. Then the email content starts to sneak in. Whoops, no pun intended. By Sophie Macfarlane-Digital Whizz of TalkShop Bespoke Retail Consulting   

Fashion Exposed Now

Hear more insights from Sophie Macfarlane at her Free Seminar Session, Hi Bricks And Mortar, My Name Is Online, Nice To E-meet You! on Sunday 2 February at Fashion Exposed Now, Australia’s only dedicated womenswear buying event. Registration is free and includes access local and international labels, seminars and round table sessions to help build your business. Fashion Exposed NowFree, trade-only eventSunday 2 – Monday 3 February 2020Royal Exhibition Building, Melbournefashionexposed.com 

5 Smart Ways To Increase Your Retail Sales Online

The convenience of online shopping has posed both, a challenge and a huge opportunity for retailers. In 2018, 10% of the total retail sales in Australia was done online (source). By 2020, one out of ten items will be purchased online (source). If you’re not leveraging online shopping, you’ll be left behind very quickly.The question, of course, is: How can you beat the competition, which continues to grow, and increase your online retail sales?Here are my five ways to boost your sales online.

1. Build A Strong Brand

Building a trusted, loved brand based on values has never been so important. Consumers are savvy and bombarded with marketing messages all the time. It’s only natural that people came to distrust what they see and hear online.Building a community of loyal customers and brand advocates online will set you apart and will ensure you have an audience waiting with hearts and wallets open when you launch products or run a sales campaign.Most importantly, you won’t have to drive sales by discounting, which will help increase your profitability.Start by being crystal clear on your brand values and what your brand stands for. Know exactly who your ideal customers are and speak their language. Go deep, not wide, and appeal to those who share the same values as you.

2. Optimize Your Website For Conversions

Did you know that only 3% of people landing on your website is ready to buy right now? And from this 3%, not everyone will choose to buy from you? In fact, the average conversion rates for e-commerce is 2%. Very low indeed.Too many retail websites seem to be optimized to send the traffic back to Instagram. It should be exactly the opposite. Put yourself in your customers shoes and ask yourself: What do they need to see, know and understand to make a purchase?Everyone shopping online is afraid of regretting their purchase because the actual product may not look, feel, or fit as expected, or may not arrive on time. Remove any perceived risk and you will quickly see an increase in online sales.You can reduce the purchase risk dramatically by:

• Using large, detailed, varied images and videos of your products on your website.

You know how your product looks like, but don’t assume your customers do too.Give them an “almost in person” experience by providing several photos, from different angles and videos of your products.Don’t just use imagery of the product on its own. Show the product on a human model.

• Describing your products in detail. If you don’t have a minimum of 2 paragraphs describing your products, you have room for improvement.

Consumers want to know what they’re buying, how it was made, where, which materials, whether it’s eco-friendly, etc. Leave nothing out. Being upfront about shipment costs, delivery times, and your returns policy. Don’t hide those details where no one can find them. Make sure it’s clear and visible.

3. Develop The Relationship Further Through E-mail 

E-mail marketing is still one of the most cost-effective, personal ways to deepen the relationship with your customers and prospective customers. While social media is borrowed land, your email database belongs to you.In addition, there’s no algorithm dictating how many people will see or read your emails. It’s up to you to make it interesting and appealing to your customers.One of the biggest mistakes I see when it comes to e-mail marketing is the lack of a strategic, content-driven email marketing plan, especially from retailers.While your customers want to know about your latest product releases and sales, you should use email to develop the relationship further, and strengthen your brand and bond with your customers.

4. Cross-sell And Up-sell

Selling only one product to your customers is a huge miss opportunity. Know your products well, and what goes with each of them. Suggest complementary products below the product being viewed.People are after a solution, not just a product. If someone is looking for a skirt, chances are they’d be keen to buy a matching shirt, a belt, earrings, shoes, or a jacket that completes the look.Make it easier for your customers to find matching pieces. It’s not salesy, it’s good customer service, and it will increase your dollar sale.

5. Stay Front Of Mind - Advertise

Organic marketing will only take you so far. Facebook and Instagram advertising are very affordable and highly effective. In fact, never before, small businesses had such great access to paid advertising.Advertising your products, blogs, popular posts, competitions and events, consistently, will help you gain momentum and increase your sales long-term.The word to notice here is consistently. Don’t just advertise during big sales times, or on special occasions when everyone else is advertising. It will cost you more, and it will be less effective.Do it every month to ensure your brand stays front of mind. Remember my first point. You want to create a community of loyal customers and brand advocates.It won’t happen if you only show up from time to time. Consistency is key.I hope you found these tips helpful, and remember to look at your business and website from your customers point of view. By Fernanda Alberici / Marketing Strategist and founder of FAB Marketing. Website    

Fashion Exposed Now

Hear more insights from Fernanda during her Free Round Table Session, 'Beyond Likes - How to increase your online sales', on Monday 3 February at Fashion Exposed Now, Australia’s only dedicated womenswear buying event. Registration is free and includes access local and international labels, seminars and round table sessions to help build your business. Sunday 2 – Monday 3 February 2020Royal Exhibition Building, MelbourneFree, trade-only event.