The Power of the Preheader (+ Subject Line)

It goes by many names: Preheader, Preview Text, Second Subject Line, Snippet Text. Whatever you call it, it is (in this email marketer’s opinion) one of the most underutilized but most valuable parts of a marketing email. The Preheader of your email lives at the very beginning – above your banner image, before any content or links. Since it’s usually displayed below or directly after the Subject line, it’s much more relevant in Inbox view than once the email is actually opened. The inbox is, after all, the point at […]

Integrated Social Media Marketing at the KCDMA-SMCKC Luncheon

A few of my favorite takeaways from KCDMA/SMCKC Luncheon Last week I attended a lunch co-hosted by the KCDMA and SMCKC called, “Integrated Social Media Marketing.”  As a self-proclaimed Email Geek, I was thrilled to hear that so many of the email best practices I preach to marketers every day had equally powerful parallels on the Social Media side. I took away some fantastic tips and strategies for creating and maintaining a robust social media presence, no matter your industry or size, that I felt were worthy of sharing. Oh, and […]

Bigger Isn’t Better in Email. Smaller, Engaged Lists Mean Better Inbox Placement.

My favorite “secret” to share with marketers who are new to the world of email marketing is: Just because you’re sending emails, doesn’t mean your audience is getting your emails.  In the email world, we call this inbox placement, or deliverability. As a marketer, the first thing you probably think of when it comes to getting an email delivered to the inbox is: Content.  Keeping spam-like words to a minimum, using a good balance of image to text, and keeping your image files reasonably sized are all great starts.  Next, […]

Using Dynamic or Variable Images in your Email Campaign

This week we heard from another client who wondered how and why to use variable images in their campaign. In this case, they have an outreach campaign that should be sent “from” a different university depending on which was closest to the prospect, but otherwise, the content of the campaign stayed largely the same with some variable text. They wanted to know if they could use variables for images the same way they do for “area of interest” or “first name” to display the logo of the prospective students’ university […]

Adding Stylized Alternate Text to Your Email Design

No email can produce results if it looks empty. As we often remind our clients, nearly a third of subscribers have images turned off by default, including Android phone readers and many Outlook subscribers. That’s why we talk about using text pre-headers, a good balance of text and image and alternative or “alt” text when designing emails. At the basic level, you should add alt text to any image in your email design, just in case readers have images turned off. This will show up in the blank image spot […]


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