Bronto Blog

Much has been written about the very-quickly-becoming-mainstream preheader.

• I first saw mention of it by Lisa Harmon in her MAKE IT POP!: The Preheader Express post.
• At Bronto, we first blogged about it in February, 2008 - The Underutilized Preheader / Snippet Text.
• Chad White at The Retail Email Blog has a label dedicated to preheaders and recently posted about the postheader.
• Additionally, in June 2008, we dedicated an entire episode of BrontoFire to the famous preheader.

*This post was originally going to be titled “Preheader FAIL” and focus on how TweetBeep misused the preheader space. However, after a lengthy, healthy conversation with Chad White of The Retail Email Blog, I’ve changed my tune.

Take a look at how TweetBeep (mis)used the oh-so-precious preheader space?

1. TweetBeep email in “preview pane” of Gmail
2. TweetBeep email in Gmail with images off
3. TweetBeep email in Gmail with images on

I’d argue - as I did in the preheader episode of BrontoFire - that you need consistency with your subject line, preheader, and call-to-action. In the TweetBeep preheader example, they utilize the space to advertise an unrelated product (Netflix). I’m not sure I agree with this approach.

Chad told me yesterday that as the preheader begins to gain more momentum (as it clearly has over the past 8 months), email marketers will experiment with different uses of the space. Maybe that is what TweetBeep is doing? Maybe they are testing. Maybe not.

What do others think? Please comment below.

DJ Waldow
Director of Best Practices & Deliverability at Bronto

Every so often, it is important to reskin your website, blog, or newsletter. Last week, I reviewed Bronto client Viget Labs’ newsletter and concluded that they rocked. This week, I figured it was about time we drank the newsletter Kool-Aid and overhauled the A.M. News, a bi-weekly newsletter penned by the Bronto Account Managers that provides a concise overview of the happenings in the email marketing industry. Below is a review of the changes we (”we” = Support Associate Extraordinaire, Lucas Weber) made. Think about some of these recommendations the next time you re-skin your newsletter:

1. Preheader: The critical real estate above the header. It’s the first thing that will be viewable in most email clients (especially Gmail). Make sure you include a call-to-action.
2. View in Browser: I don’t like to waste the preheader space with a link to the online version. In this case, it fits nicely in the upper right corner of the header.
3. Header and Navigation (”Nav”) Bar: Notice that both the Bronto logo and the nav bar all link back to exactly where you’d expect - their own landing pages. Too often marketers create links that drop you back on their homepage. Don’t make that mistake. Also, we’ve strategically placed the “send to a friend” image/link in the nav bar. This gives readers to opportunity to forward immediately withouth having to scroll to the bottom.
4. Primary Message (or Masthead, Above the Fold, Johnson Box): As indicated in the copy of this screenshot, this area should be viewable in most preview panes and must contain a call-to-action. Why should I continue reading? Can I stop reading and take action immediately? Read the rest of this entry »

When I say Viget Rocks, I’m not talking about their 2007 Holiday Project (although that was pretty cool). Instead, what I’m referring to is Viget’s July 2008 newsletter. Overall, I’d give it an A-. I’ll use Lisa Harmon’s recent post on the 7 Message Components as my guide as we step through Viget’s email. In order to follow along with the components below, please click on the image to the right.  In Firefox, you may have to zoom in to see the full image.

1. Preheader: Viget misses the boat on this one. You could (maybe) argue that the forward link is part of the preheader, but that would be a stretch. Not a huge deal, especially as this newsletter was more informational vs. promotional, but certainly on the list of talking points for the next Viget call.

2. Header and Navigation: Creative, witty, and warm - Love to see the word “Thanks” and the phrase, “We think you’re the coolest” in the header. Also really like the Web 2.0 “July 2008″ - highlighted, ripped off piece of notebook paper. Hip. Cool. 2.0.

3. Primary Message: The above-the-fold, primary message, was clear and concise. It was an invitation to read the Viget Happenings; a recap of the goings on. But…lots of links. More on that below.

4.Table of Contents (TOC): I’m not a huge fan of TOCs (as noted in the comments section of Lisa’s post), and Viget’s newsletter doesn’t include one.  However, the message is short enough that a TOC is not necessary. A good thing. So, no points off for a missing TOC.

Read the rest of this entry »