Land Rover UK TOV Guidelines

LAND ROVER UK 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.