Update to Android Preheaders

One of the things we always tell our clients here at WhatCounts is to be familiar with the portions of their audiences who are opening email campaigns on mobile devices, as that number is big and only getting bigger. In a mobile world, preheaders are some of the most valuable real estate you have, because it’s the first thing a subscriber sees when checking email on a mobile device. In the past, those preheaders were limited to just a few characters. A recent update to Android, however, has completely changed how marketers should be using their preheaders.

Android preheaders now look like this when checking email from the notification pane (swiping downwards from the top of the screen) … and no comments about how I need to clean out my inbox:

Android Preheaders Example

As you can see, the preheader space is significantly bigger than it used to be, totaling 170 characters, in fact.

So what does this mean for you as a marketer? When communicating to your Android subscribers, you now have much more room to get creative and introduce compelling calls to action early on while battling for attention in the inbox.

What are some of your favorite uses for preheaders? Please share them as a comment!

Tim Brechlin
Inbound Marketing Manager, WhatCounts

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