The goal of the Bronto Blog is to provide new and innovative “email marketing insights.” In order to solidify that these tactics and techniques actually work, we’ll occasionally write a blog post about how our customers have found success using our advice.
In February, DJ Waldow brought the underutilized preheader/snippet text to the fore-front, showing how this small piece of real estate can actually be one of the most valuable spaces in your entire email.
One of Bronto’s clients, Blooms Today, began using preheaders in November, 2007, shortly after our post in October 2007. Since changing their preheader from the standard “If you are having trouble viewing this message” to “What are you waiting for? View our collection of fresh flowers,” Blooms Today increased their above the fold click-throughs significantly. See an example of how their preheader is visible via preview mode in Gmail:
The link within the preheader, “View Our Entire Collection”, had a 30% unique click through ratio:
This link generated a higher click through percentage than any other link in the entire message, more than special offers/discounts and searching for roses or tulips. There are many more examples of the success of preheaders - consider implementing preheaders today if you don’t already. If you are using pre-headers and are finding great results, let us know!
Since Blooms Today found so much success utilizing preheaders, rewards programs and segmentation, we are featuring them as part of our Customer Success Webcast Series on Tuesday, March 25th at 2pm EDT. Maureen Ristau, Marketing Coordinator at Blooms Today and Bronto Account Manager - DJ Waldow will lead this webcast. To view the customer success story or to listen to the webcast podcast, visit: http://bronto.com/customers/stories
Caroline Smith
Marketing Program Manager at Bronto
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