Open Rates Rise When Offer Related Info is Used in Preheader vs. Format Issue Link; BtoB 17%, BtoC 22%.
Positive results were discovered when emails utilized the first line of a pre-header for 'offer' related information versus a 'format issue' link. When prospects are viewing their inbox, the subject line and pre-header are very significant aspects of the email. This is the first thing they see! When an offer is listed this gives them a reason to open the email and learn more.
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