Best Practices

How to Get More Of Your Dealers Mobile Emails Opened

Emails opened on mobile devices are now surpassing webmail and desktops

Here are some recent stats from Litmus for March of 2013:

  • 25% of emails were opened through Webmail (Gmail, Hotmail, etc.)
  • 32% through Desktop (Outlook, etc.)
  • 43% with Smartphones (iPhone, etc.)

Coding tips for optimizing your emails for mobile are beyond the scope of this post, but there is one easy trick you can implement for all of your emails that will make your mobile opens more effective: take advantage of your preheader!

A preheader is the line or two of text at the very top of your email. When you look at your inbox on your phone, it is the two lines of type that show up right below the email’s subject line.

Here are some examples:

mobile email pre-header
The importance of pre-headers for mobile email

When people are triaging their mobile inbox emails and deciding what to open or delete, they often make that determination by looking at: who it is from, what the subject line is, and what the preheader says.

Do you really want to waste the valuable preheader area with information such as:

  • An unsubscribe link
  • Edit preferences link
  • Forward to a friend link
  • Permission reminder
  • A request to “whitelist” the sender (add the sender to the recipient’s address book)

When instead you could use this space to give your reader another enticing reason to open your email. Some numbers to consider…

You have about:

25 Characters for your From Name

35 Characters for your Subject Line

85 Characters for your Preheader

Are you making the most of every character in your emails or are you wasting them?

Take one part geek, add a healthy dose of creativity, top it off with an obsession for marketing and you have… Malinda Terreri. Her marketing talent...
  • K
  • May 29, 2013
GREAT POST! We are seeing about one third of all of our shoppers coming from mobile sites now, and even more of them are using their smart phones to read emails that we send back to them. This is invaluable info that all dealers should be taking advantage of.
Great information and advice Malinda. Not only are dealers missing the mark with this but I see many brands that I receive emails from missing this opportunity.
I've also seen a few brands use emoticons and icons in this area. I received an email from Orbitz that was displaying an airplane icon in the pre-header. It quickly caught my attention. Any idea how they are doing this?
Thanks Kevin and Jeff.
Jeff, we've tested icons before and haven't been able to see that much of an improvement in open rates. Here's an article from Bronto on using symbols:
And here's a link to a listing of symbols:
I think the challenge is finding easy to view symbols that are relevant.
1to1 News I was not aware of a unicode #. Malinda - I give you a big U+2605 - but seriously, thanks for the link to the Bronto article around:
Here is a summary from the article for anyone that doesn't follow:Choose a symbol that supports your messageFront-end your symbols in the subject line to ensure they will be seenAvoid using a detailed symbol like ☣- this may not be readable in the subject lineNot all phones and email clients are created equal - be sure to test how symbols look on different phones and clientsDon’t overuse symbols – they will likely lose their effectiveness over timeSymbols don’t mean your message will wind up marked as spam