What are preheaders in email marketing?

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In email marketing, preheaders are the short snippets of text that appear after the subject line in the inbox, usually displayed alongside it. Preheaders give recipients a preview of the email’s content and provide additional context to encourage them to open the email.

The Role of Preheaders:

Provide More Context: While the subject line grabs attention, the preheader provides additional information, helping the recipient decide whether to open the email.
Support the Subject Line: The preheader can either expand on the subject line or act as a complementary piece to enhance the message.
Improve Engagement: A well-crafted preheader can boost open rates by giving the recipient more clarity or creating additional curiosity.

Best Practices for Writing Preheaders:

Be Concise: Keep the preheader between 35-90 characters, as many email clients truncate longer text, especially on mobile devices.
- Tip: Aim for 50-60 characters to avoid truncation while still providing enough information.
Complement the Subject Line: Use the preheader to expand on or reinforce the subject line. It should not be redundant but rather add more value or clarity.
- Example:
  - Subject Line: “Hurry, Your 20% Discount Ends Tonight!”
  - Preheader: “Shop now to get the best deals on your favorite items.”
Use Action-Oriented Language: Like subject lines, preheaders should also encourage the recipient to take action by using action verbs such as “Claim,” “Discover,” or “Shop.”
- Example: “Unlock your exclusive offer now!”
Keep It Mobile-Friendly: Since many emails are opened on mobile devices, ensure your preheader is optimized for smaller screens. Keep the text concise and clear so it remains legible and impactful.
- Tip: Always preview how the preheader looks on mobile devices to ensure it displays correctly.
Personalize When Possible: Like subject lines, preheaders can benefit from personalization by including the recipient’s name or other personalized details, making them feel more relevant.
- Example: “Sarah, your 10% discount is waiting!”
Don’t Repeat the Subject Line: Avoid simply repeating the subject line in the preheader. Instead, use it as an opportunity to add extra information or spark more curiosity.
- Example:
  - Subject Line: “New Summer Collection is Here!”
  - Preheader: “Shop the latest arrivals with styles for every occasion.”
Avoid Spammy Words: Just like subject lines, preheaders should be free from words that might trigger spam filters or come off as too promotional. Words like “free,” “buy now,” and “urgent” can often land an email in the spam folder.

Example of Subject Line and Preheader Pairings:

E-commerce Sale:
- Subject Line: “50% Off Our Best-Selling Items!”
- Preheader: “Shop now and save big on your favorite products.”
Event Invitation:
- Subject Line: “You’re Invited: Exclusive VIP Event”
- Preheader: “Join us for a night of special offers, food, and fun!”
Product Launch:
- Subject Line: “Introducing Our New Product Line!”
- Preheader: “Be the first to try our exciting new arrivals.”
Reminder Email:
- Subject Line: “Don’t Miss Out – Last Chance to Register!”
- Preheader: “Hurry, registration closes at midnight tonight.”

Where Preheaders Appear:

In most email clients, the preheader appears below or next to the subject line in the inbox, giving the recipient a short preview of the email’s content.
On mobile devices, both the subject line and preheader typically appear in a stacked format, one above the other, but with less space for the preheader.

Conclusion:

Preheaders play a crucial role in email marketing by providing additional context to the subject line and encouraging recipients to open the email. When crafted effectively, preheaders complement the subject line, drive curiosity, and improve overall email engagement.