Bronto Blog

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:

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