In email marketing, success often hinges on details, and the preheader can be a key tool for capturing the recipient’s attention. This unobtrusive text can increase email open rates when used correctly and strategically.
The preheader as the first step to engagement
Imagine you’ve just received an email and you’re deciding whether to open it. The first thing you see isn’t just the sender name or subject line, but also a short line of text right beneath it. This small snippet plays a crucial role because it gives the recipient a preview of the content and entices them to act. A well-written preheader can tip the scales, deciding whether your email gets read or disappears into digital oblivion.
What is a preheader and why does it matter?
A preheader is a short sentence or phrase that appears next to or under the email subject in the recipient’s inbox. It usually provides complementary information about the message content or extends the subject line. Although it may seem like a small detail, its impact is huge. In a world of crowded inboxes and constant information overload, the preheader is one of the few ways to grab attention and give the recipient a reason to open the email.
How to write an effective preheader
Creative, concise, and clear—those are the three key qualities an ideal preheader should have. One of the best ways to engage recipients is to ask a question, spark curiosity, or promise value. For example: „Want to know how to double your savings?“ or „Find out why this product is a game-changer.“ It’s important that the preheader matches the message content and doesn’t set false expectations. If the recipient opens the email and finds it doesn’t deliver on the promise, you’ll lose their trust.
Another key aspect is that the preheader should complement the subject line, not repeat it. While the subject is short and focuses on the main hook, the preheader should expand on that interest and provide a bit more context. Testing and optimization are also critical.
There’s no one-size-fits-all preheader that works for every email or audience. That’s why you need to test different preheader variations to find what works for your target group. A/B testing is a great way to measure the effectiveness of different preheader versions. You can test approaches like questions, value propositions, or different forms of personalization and track which attract more attention and lead to higher open rates.
The preheader and mobile devices
At a time when most people read emails on mobile devices, the preheader becomes even more important. On smaller screens, display space is limited, so being as brief as possible is essential. The ideal preheader length is around 40–70 characters, allowing it to be fully visible while still informative. Testing across devices and platforms is necessary to ensure the preheader displays exactly as intended.
Common mistakes when creating preheaders
One of the biggest mistakes is ignoring the preheader entirely. If you don’t specify custom text in your email template, many systems will automatically use the first lines of the email content, which may include uninteresting or technical details like “If this email isn’t displaying correctly, click here.” Other common mistakes include making it too long or using overly generic language that adds no value.
What a perfect preheader can look like
- 20% off only until midnight today – don’t miss out!
- Gifts that truly delight: pick yours.
- We’ve gathered 5 tips to improve your life.
These examples show how a preheader can spark interest and draw recipients into reading the full message.
How the preheader fits into the broader strategy
The preheader isn’t an isolated element; it’s part of the overall email marketing design. It should align with the subject line, visual style, and overall brand tone. Combined with a well-crafted subject line, the preheader can significantly increase open rates and improve the effectiveness of your entire campaign.
Conclusion
Even though the preheader takes up only a few characters, its impact on the success of an email campaign is huge. Give it the attention it deserves and experiment with different approaches to find the one that resonates best with your audience. A well-crafted preheader can be the key to higher engagement and greater campaign success.
Frequently asked questions
What’s the difference between a preheader and an email subject?
The subject is the email’s main headline, while the preheader is supporting text. The subject grabs attention; the preheader provides more information and extends the subject.
Can the preheader be used as part of personalization?
Absolutely. A personalized preheader that addresses the recipient by name or reflects their interests can be much more effective than a generic one.
How can I measure a preheader’s effectiveness?
You can track preheader effectiveness with metrics such as open rate. If your open rate improves after optimizing the preheader, it’s clearly working.
Useful links:
- https://www.brevo.com/blog/email-preheader/
- https://www.pipedrive.com/en/blog/email-preheader
- https://mailchimp.com/resources/email-preheader/