An email preheader is the short summary text that follows the subject line in an email inbox, providing recipients with a preview of the email’s content. It often appears directly beneath or beside the subject line, depending on the email client or device being used. Preheaders play a crucial role in email marketing because they can significantly impact open rates, offering an additional opportunity to engage the recipient.

Why Is the Preheader Important?

• Increases Open Rates: Along with the subject line, the preheader gives more context about the content of the email, encouraging users to open it.
• Additional Opportunity for Branding: It helps reinforce your brand voice or message.
• Helps Avoid “Truncation”: Many email clients and mobile devices have limited space for subject lines and preheaders. By optimizing this space, you ensure your message isn’t cut off.

Best Practices for Email Preheaders

1. Complement the Subject Line: The preheader should support or expand upon the subject line, creating a seamless experience. Together, they should give a clear idea of the email’s value.
   • Example:
     • Subject Line: “Exclusive Offer Just for You”
     • Preheader: “Save 20% on your next purchase—limited time only!”
2. Keep It Short and Sweet: Aim for 35-50 characters. Preheaders should be concise and readable, especially on mobile devices where space is limited.
3. Personalize Where Possible: Personalizing the preheader can increase engagement. Use dynamic content or merge tags to address the recipient by name or include custom offers.
   • Example:
     • Subject Line: “Hi Sarah, Here’s Your Exclusive Deal!”
     • Preheader: “Don’t miss 25% off your next purchase, Sarah!”
4. Avoid Repeating the Subject Line: The preheader should not simply restate the subject line. Instead, it should add value by offering more details or a unique angle.
5. Focus on Action and Value: Encourage readers to take action by highlighting what they’ll get by opening the email. Words like “discover,” “shop,” “learn,” “save,” or “exclusive” can be effective motivators.
6. Test Across Devices: Ensure your preheader looks good on different devices (desktop, tablet, mobile). A subject line and preheader combo that works on one device may get cut off on another, so testing is crucial.
7. Avoid Spammy Words: Using terms like “free,” “guaranteed,” or “urgent” can trigger spam filters, so be cautious when crafting your preheader text.
8. Use Emojis Carefully: Emojis can draw attention and increase engagement, but they should be used sparingly and appropriately for your audience. Make sure they don’t make your email appear unprofessional.

Email Preheader Ideas

• For Promotional Emails:
  • “Get 10% off your next order—limited time!”
  • “Flash Sale: Everything Must Go!”
  • “Exclusive Offer Just for You—Act Fast!”
• For Welcome Emails:
  • “Welcome aboard! Here’s what to expect.”
  • “Thanks for signing up—get your welcome gift!”
• For Abandoned Cart Emails:
  • “Your cart is waiting for you! Don’t miss out.”
  • “Complete your order now and save 15%!”
• For Event Invitations:
  • “Save the date—don’t miss our big event!”
  • “We’d love to have you join us—RSVP today!”
• For Newsletters:
  • “Here’s your monthly roundup—don’t miss these updates.”
  • “New blog post: [Topic Name]—read it now!”

Final Thoughts

An email preheader is a small but powerful part of your email marketing strategy. When optimized correctly, it enhances your email’s overall appeal, increases engagement, and boosts your open rates. Keep your preheader concise, relevant, and aligned with your subject line to maximize its effectiveness.