With more than 50 percent of emails being viewed on mobile devices and tablets, the preheader on HTML emails has become key in helping increase open rates and clickthroughs. Much like the “Johnson Box” in a direct mail letter, the preheader is an opening teaser to help create interest and drive action. Join Peggy Hatch of Direct Marketing IQ and Who’s Mailing What! to learn what preheaders are and how you can put them to good use in your email campaigns. Three examples show you what to do … and what not to do!
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