An email preheader is the short summary text that follows the subject line when an email is viewed in the inbox. It provides additional context or a preview of the email content and is designed to encourage the recipient to open the email.
Details:
- Placement: The preheader appears directly after the subject line in most email clients, such as Gmail, Outlook, and Apple Mail.
- Purpose: The primary purpose of a preheader is to enhance the subject line and provide more information to entice the recipient to open the email. It acts as a secondary headline that can capture the reader's attention and give them a reason to engage with the email.
- Length: Typically, email preheaders range from 40 to 130 characters, but the visible length can vary depending on the email client and device being used.
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Best Practices:
- Complement the Subject Line: The preheader should complement and expand upon the subject line, providing additional detail or a teaser about the email's content.
- Be Concise: Keep it brief and to the point to ensure that the most important information is visible.
- Use Actionable Language: Encourage the recipient to take action, whether it’s to read more, shop a sale, or learn about a new feature.
- Avoid Repetition: Don’t simply repeat the subject line; use the preheader to add value and provide more context.
Example:
- Subject Line: "Exclusive Offer Just for You!"
- Preheader: "Save 20% on your next purchase with our special coupon."
Why It Matters: An effective preheader can significantly increase open rates by providing an enticing preview of the email content. It can differentiate your email from others in a crowded inbox and drive higher engagement with your campaigns.
Mailpro and email preheaders
Edit the preheader as carefully as the subject
Mailpro's editor gives the preheader its own field with character count and inbox preview — so the snippet recipients see next to your subject line is intentional, not whatever was at the top of your HTML.