Maximize your clicks and conversions by following these guidelines for smarter use of your email's pre-header and snippet text.

It's time to take another look at how you're using that very first line of your email. As your recipients are getting bombarded with (and deleting) more and more messages, this small but valuable section of your email marketing pieces can be the deciding factor in whether your message makes it to your intended audience.

The snippet text displays in the pre-header, which is typically the first line of an email above the main copy or graphical content. It is also the very first sentence in a text-only or mobile email (e.g., on a BlackBerry). Email marketers now recognize this as must-use space when it comes to their email campaigns, but just using it isn't enough to maximize its potential. You can improve email campaign stats even more by rethinking how you are using this space. Snippet text is the main content of a pre-header, but not the only type of content.

The excellent pre-header below uses most of the main content that can be found in pre-headers:

• Reiteration of main content headlines (value proposition, calls to action) in snippet text
• Link to view the email with images
• Whitelist instructions

Why is it good? This email keeps the reader experience in mind. This pre-header not only cuts to the chase in presenting content value upfront, but also gives options to keep that value accessible after building interest, while at the same time improving the deliverability of the email. This message keeps the relationship intact, interesting and satisfying -- all with the pre-header.

A survey by eROI on the elements of email took a look at how email marketers are hitting (and missing) opportunities to increase deliverability, opens, clicks and conversions. One of the most shocking statistics found was that one-quarter of email marketers are still failing to use a pre-header of any kind. Thirteen percent are specifically using snippet text, which is in line with current mobile readership. About 12 percent of email is being read on a BlackBerry or other mobile device. Although these numbers are on the rise, there is still a large opportunity to improve here.

Pre-headers can do a number of things for your email. They can communicate who is sending the email, what the email is about, what you want the recipient to do (call to action), and how to view the email or its images in case of blocking or rendering problems. Two-thirds of email marketers are using "view as a webpage" at the top of their emails. About 20 percent include whitelist instructions in the pre-header, which helps with consistent deliverability to the list. However, with new advances in how recipients can preview your email before they read it, along with email sorting and management options, pre-headers and snippet text require even more punch to maximize campaign results. Email programs are providing users with new tools to help them decide what to keep and what to toss in less than two seconds, so taking advantage of the pre-header is a major tool that can put your campaigns in a position to succeed.

The snippet text in the pre-header at the top of the email shown below makes excellent use of the pre-header space. Notice how the offer is pre-emphasized and works with the main headline in the body of the email. The email also has enough real estate left to give readers the option to view as a webpage in case of images being blocked. Providing readers with this option increased the opportunity for recipient engagement and conversion.

So what can you do? Try this easy two-step approach to using your pre-headers and snippet text:

Invigorate. Place your main call to action or value proposition in the snippet text and make it the first thing readers see. With the mobile web showing a fast rise in popularity, this is a large opportunity for those with customers on the go. Set your email apart from your competitors' by giving your readers options and opportunities for a better user experience.

Investigate. Testing will help you find the most effective way to invigorate your emails. Try the subject line approach with your snippet text and go with one that's concise to improve open rate, or use a more descriptive line to help conversions spike. A smartly crafted pre-header will help reinforce and connect your subject line and main call to action. Don't limit your pre-headers and snippet text to "view as a webpage" and whitelist instructions, although these components do have value.

Think outside the box in how you use pre-headers and snippets, test to refine every time and watch your metrics soar.

Jeff Mills is strategy and research director at eROI.