Land Rover UK TOV Guidelines

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LAND ROVER <strong>UK</strong> COPY GUIDELINES 22 RESPECT YOUR READERS’ TIME ESPECIALLY WHEN IT COMES TO SUBJECT LINES AND PREHEADERS WHAT ARE SUBJECT LINES AND PREHEADERS? A subject line is the single line of text recipients see when your email lands in their inbox. A preheader is the summary text that follows the subject line. WHY ARE THEY SO IMPORTANT? As your first touch point with your recipients, the subject line and preheader usually determine whether your email is opened or ignored. Therefore, it’s essential we try and get it right. To help you do so, we’ve outlined some best practices on the next page.
LAND ROVER <strong>UK</strong> COPY GUIDELINES 23 RESPECT YOUR READERS’ TIME ESPECIALLY WHEN IT COMES TO SUBJECT LINES AND PREHEADERS KEEP IT SHORT Given that most smartphones typically show fewer subject line and preheader characters – and more and more emails are opened on mobile devices – brevity is critical. However, there’s really no such thing as a one-size-fits-all word count, since the ideal length of your subject line and preheader depends on a variety of factors, like what devices, browsers and email platforms your emails are read on. So, as a general rule of thumb we recommend you try and keep subject lines to 50 characters or less and preheaders to 75 characters or less. Or even better, find out the top email clients and devices for your audience, and optimise accordingly. BE CLEAR Make it very clear what your email contains and leave no doubt what readers will find inside when they open it. DON’T REPEAT THE SUBJECT LINE IN THE PREHEADER Don’t waste valuable space and time by repeating or rehashing your subject line in the preheader. Your preheader should complement the subject line and build on it by adding some new information. DON’T WRITE A PREHEADER THAT CLASHES WITH THE SUBJECT LINE At the same time, you do need some consistency here. If the email preheader goes off in a completely different direction to your subject line, people will be confused or even suspicious, and far less likely to open the email. More on subject lines and preheaders coming up.
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Land Rover UK TOV Guidelines

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