Klaviyo Email Preheader Best Practices: Unlocking Higher Open Rates

Email preheaders are one of the most overlooked yet impactful elements of email marketing. In Klaviyo, optimizing this small snippet of text can significantly boost open rates and engagement, making it a critical tool for e-commerce marketers. Let’s dive into the best practices for crafting effective preheaders in Klaviyo.

What Are Email Preheaders?

An email preheader is the short summary text displayed alongside the subject line in an inbox. Think of it as a "second subject line" that provides recipients with a sneak peek into your email content. When used strategically, preheaders can spark curiosity, urgency, or excitement, encouraging recipients to open your email.

How to Write Effective Preheaders in Klaviyo

To create compelling preheaders in Klaviyo, follow these steps:

Navigate to Your Campaign Editor: Open your Klaviyo dashboard and select the campaign you’re working on.
Locate the Preheader Field: In the email editor, you'll find a dedicated field for preheader text. If this isn't filled, Klaviyo will automatically pull text from your email body.
Craft Your Preheader: Write a concise, engaging snippet that complements your subject line. Aim for 40-100 characters to ensure readability across devices.
Test Across Devices: Use Klaviyo's preview tools to check how your preheader appears on desktop and mobile screens.

Best Practices for Klaviyo Email Preheaders

1. Complement the Subject Line

Your preheader should work hand-in-hand with your subject line to tell a cohesive story. For example:

Subject Line: "Spring Sale Starts Now!"
Preheader: "Enjoy up to 50% off on new arrivals"

2. Create Curiosity or Urgency

Encourage recipients to act by adding urgency or intrigue:

“Limited-time offer ends tonight!”
“What’s inside? Open to find out!”

3. Keep It Concise

Mobile screens dominate email consumption, so brevity is key. Front-load important details and avoid irrelevant information.

4. Personalize the Message

Use Klaviyo’s dynamic tags to add personalization:

“Hi [First Name], discover exclusive deals just for you!”

5. Avoid Auto-Generated Text

Without a custom preheader, email clients may pull random text from your email body—often resulting in unappealing snippets like “Having trouble viewing this email?”

6. Test and Optimize

Leverage A/B testing in Klaviyo to experiment with different preheader styles and measure their impact on open rates.

Common Mistakes to Avoid

Repetition: Avoid repeating the subject line verbatim in the preheader.
Irrelevant Content: Don’t clutter your preheader with unnecessary details.
Ignoring Mobile Optimization: Always preview how your preheader looks on mobile devices.

Advanced Tips for Preheader Optimization

Use Emojis Sparingly: Emojis can make your email stand out but use them strategically.
Incorporate Numbers or Stats: Highlight data points like discounts or benefits (e.g., “75% of customers love this product!”).
Align with Campaign Goals: Tailor your preheader to match the intent of each campaign—whether it’s promotional, educational, or transactional.

Conclusion

Mastering Klaviyo email preheader best practices is essential for driving higher open rates and engagement. By crafting concise, compelling, and personalized snippets, you can make your emails stand out in crowded inboxes.

Need help optimizing your email marketing strategy? At Dispatch, we specialize in helping brands maximize revenue through tailored email and SMS campaigns.

Connect with Dispatch today to unlock your email marketing potential!

Watch our video on The Only Ecommerce Email & SMS Marketing Video You Will Ever Need for more actionable tips!