© 2012 Lyris | 1 |

Andrew King, Sr. Strategy Consultant, Lyris

Anatomy of the Perfect Email Design (Part 2)

Anatomy of the Perfect Email Design

© 2012 Lyris | 3 |

Lyris Ltd – Confidential

Header

Navigation

Primary message

Footer

Secondary message

Pre-header

Anatomy of the perfect email design

Pre-header

© 2013 Lyris | 5 |

Pre-headerWhat is it?

© 2013 Lyris | 6 |

The pre-header acts as an extension of your subject line in many webmail, desktop and mobile email clients

Pre-headerWhy is it important?

© 2012 Lyris | 7 |

“To ensure you continue to receive our

emails, please add XXXXX@XXXXX.com to your address book”

“Trouble viewing this email? Click here”

The most common email pre-header is…

© 2012 Lyris | 8 |

© 2012 Lyris | 9 |

Pre-header text is an extension of your subject line – Be creative with it

© 2013 Lyris | 10 |

Pre-HeaderKey points

Pre-header text is an extension of your subject line

The first line of text in your pre-header should be a marketing message which outlines the content of your email

Don’t delete your view online link – Place it next to or underneath your marketing message

Be creative with it – Don’t repeat your subject line

HeaderNext Element Anatomy of The Perfect Email Design