Preheader Text

Preheader text is the preview text that appears in email clients after or below the subject line, providing additional context to help recipients decide whether to open an email. This snippet, typically 35-140 characters depending on the email client, serves as a secondary subject line and critical real estate for email marketers. Most email clients automatically pull the first lines of email content as preheader text if none is explicitly defined, often resulting in generic or unhelpful preview text like ‘View this email in your browser.’ Strategic preheader text complements the subject line, adds curiosity or value, and can significantly impact open rates.

Successful implementation of preheader text requires careful planning, clear objectives, and appropriate measurement systems to track effectiveness. Consider your audience’s communication preferences, business context, and engagement patterns when designing your approach. Integration with existing marketing automation and CRM systems helps ensure consistent data management and seamless execution. Regular analysis of performance metrics provides insights for optimization and continuous improvement of your strategy.

Best practices for preheader text emphasize the importance of testing different approaches, maintaining consistency with brand messaging, and respecting recipient preferences and privacy. Focus on creating genuine value for your audience while supporting broader business objectives and customer relationship goals. Consider how this tactic fits within your overall marketing and sales strategy, ensuring alignment with customer journey mapping and lifecycle marketing efforts. Continuous learning and adaptation help maintain effectiveness as audience preferences and market conditions evolve over time.