Putting together an email marketing campaign can be tough. You have to think about your brand and how to bring it to life visually. You might be tempted to put all your attention toward the email’s layout, or images that emphasize your message. This is where a lot of email marketers make a critical mistake. Focusing too much on one thing can mean you don’t pay attention to other important elements of your campaign, like your email header.
The header is one of the most critical sections of an email marketing campaign, but it’s also one of the most overlooked. There are no second chances when it comes to first impressions, and your header is the first thing your subscriber sees when they open your email. If your header isn’t well-crafted and inviting, openers might not even read the rest of your message, putting the rest of your hard work to waste.
Email headers are important, but that doesn’t mean they have to be complicated. In fact, some of the most effective headers are short and sweet. The goal of your header is to get the opener to keep reading after the first couple of lines. You only have a small window to grab your reader’s attention. You can call out special deals, emphasize promotional codes, or . Use it as a preview, giving your subscribers a bite-sized version of the full email.
You might remember from our list of Top 5 Good Habits for IP Warm Up how important it is to show consistency to email providers. The same goes for your subscribers! This doesn’t mean you have to send the exact same header for every email. In fact, it’s a good idea to make tweaks to fit each campaign, but sticking to a regular layout helps your subscribers identify you.
Establishing your brand from the start of your email is crucial. When building your header layout, be sure to include your logo. Since you have limited room to work with, it can help to build your business name into an image (if it’s not already in your logo). Text with visual elements helps your reader scan the header quickly, maximizing its effectiveness.
Your email header should be a quick visual representation of your company and your message. Make sure your header goes together with your campaign, and that both match your logo. Stick to colors and fonts that complement your brand. If your company has a style guide, use it as the backbone for your header. Run your text through a spelling and grammar tool to check for any typos.