More than ever before, preheaders occupy vital real estate in the email inbox. Optimize email preheaders to catch your subscribers’ attention and set your campaigns up for success.
This article breaks down preheaders, their benefits, and how to get the most out of them in your email marketing campaigns.
Email preheader: Table of contents
What is an email preheader?
How long should email preheader text be?
What are the benefits of email preheaders?
Email preheader best practices
How to add a preheader to your email campaign
Email preheader examples
What is an email preheader?
The email preheader is the first line of text that appears bahrain telephone number data beneath the sender and subject line in an inbox. In the body of an email, preheader text appears above the header (as the name suggests).
Preheader is often used interchangeably with “email preview text” or “Johnson box.” In personal emails, the preheader is typically the opening of the message: “Dear Gregory, Thanks for getting in touch…” Most email marketing tools allow you to customize the preheader text for business purposes.
Preheaders are among the most important parts of your email campaign. This is because many people read the preheader before they decide whether or not to click on the email. If the preheader fails to catch the reader’s attention, they may scroll on without opening your campaign.
When used strategically, a well-crafted preheader can help your email stand out in a crowded inbox
preheader location in an inbox
Preheader text appears below the sender and subject line in an email client.
How long should email preheader text be?
The ideal length for email preheader text is 40-130 characters.
Bear in mind that emails may appear in each inbox differently. This is because the space allotted for preheader text varies between desktop, mobile, and web email clients (e.g. Gmail, Outlook), as well as the subscriber’s inbox settings.
Sticking to the 40-130 character range will tailor your email preheader to fit a variety of devices and email marketing platforms.
