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.