What is an Email Preheader? Definition, Benefits, and Best Practices

Email marketing is a powerful tool for businesses to connect with their audience, build relationships, and increase sales. With over 4.6 billion people using email in 2023, marketers must make their emails stand out from the hundreds of messages people receive daily. 

One effective way to do this is by using an email preheader. While many focus on the subject line, the preheader can significantly impact open rates and overall engagement. 

In this article, we will explore what an email preheader is, why it is essential, and how to use it effectively to boost your email marketing results.

What is an Email Preheader?

An email preheader is a short text that appears right after the subject line in an email inbox. It provides a brief preview of the email's content, helping readers decide whether they want to open it. Think of it as a sneak peek that accompanies the subject line, giving recipients a little more context about what they can expect inside.

Email preheaders are visible in most email clients and devices, such as Gmail, Outlook, and mobile email apps. While the subject line captures attention, the preheader complements it by offering additional information that can persuade someone to open the email. If used strategically, it can greatly improve email open rates and engagement.

Why is the Email Preheader Important?

The email preheader is crucial because it adds context to your subject line and can give extra motivation to the recipient to open your email. Many people decide whether or not to open an email based on both the subject line and the preheader. If the subject line is catchy but the preheader is irrelevant or poorly written, recipients might skip over the email. 

Studies show that emails with well-optimized preheaders can see open rate increases of up to 30%. This demonstrates the importance of using every tool available, including preheaders, to capture attention.

How Does the Email Preheader Appear? 

When someone opens their inbox, they’ll first see the sender’s name, the subject line, and then the preheader. The length of the preheader that’s displayed depends on the email client and device being used. 

For example, on a mobile device, the preheader may only show around 30-50 characters, while on desktop clients, it can show up to 100 characters or more. 

Therefore, it’s essential to make those first few words count. The preheader should complement the subject line without repeating it, giving readers a reason to click through.

Benefits of Using an Email Preheader 

Using an email preheader comes with several benefits that can enhance the performance of your email marketing campaigns. Below are some key advantages:

Boosts Open Rates 

One of the most significant benefits of using a preheader is its ability to boost open rates. Since the preheader provides extra information alongside the subject line, it can influence a recipient’s decision to open the email. 

Emails with compelling preheaders have been shown to increase open rates by as much as 29-30%. By giving readers a preview of the content or a teaser of what’s inside, you can increase curiosity and engagement.

Improves Email Deliverability

A well-crafted preheader can also improve email deliverability. Email clients often scan the entire content of the email, including the preheader, to determine whether the email is spam. 

A preheader that accurately reflects the content and provides value can help prevent your email from being flagged as spam. This ensures your emails land in the recipient’s inbox rather than their junk folder.

Enhances User Experience

Providing a well-thought-out preheader improves the overall user experience. When recipients know what to expect from an email, they are more likely to engage with it. A confusing or irrelevant preheader can frustrate users and lead them to delete the email without opening it. 

On the other hand, a preheader that aligns with the subject line and provides useful information makes the email experience more enjoyable and leads to higher engagement rates.

Increases Click-Through Rates

Once a recipient opens the email, the next goal is to get them to click through to your website, offer, or content. A preheader can help drive click-through rates by creating curiosity or highlighting an irresistible offer. 

By using action-oriented language or emphasizing the value of the content, the preheader can encourage readers to take that next step and engage with the email.

Supports Brand Messaging

Your preheader can also be an excellent opportunity to reinforce your brand’s messaging. By consistently using a tone and style that reflects your brand’s voice, you can strengthen your relationship with recipients. 

A cohesive and thoughtful preheader can remind users of your company’s unique value proposition and keep your brand top of mind as they interact with your emails.

Optimizes for Mobile Devices

With more than 55% of emails being opened on mobile devices, optimizing your preheader for mobile is essential. Preheaders are especially effective on mobile screens, where space is limited, and every word counts. 

A concise, compelling preheader can improve how your email looks on mobile and lead to better engagement from users on the go. It ensures your email looks professional and appealing, regardless of the device being used.

Best Practices for Writing Effective Email Preheaders 

To get the most out of your email preheaders, follow these best practices. By optimizing your preheader text, you can maximize the chances of your emails being opened and read.

Keep It Short and Sweet

Since preheaders have a limited amount of space, especially on mobile devices, it’s important to keep your text concise. Aim for around 40-70 characters to ensure that your entire preheader is visible on all devices. 

The first few words are the most important, so make sure they are impactful and align with the message of the email. Short and to the point is the way to go.

Complement the Subject Line

Your preheader should work together with your subject line, not duplicate it. The subject line grabs attention, while the preheader gives extra context or a teaser of what’s inside. 

For example, if your subject line is “50% Off All Items Today,” your preheader could add, “Shop our biggest sale of the year now.” This encourages the recipient to open the email for more details without repeating the same message twice.

Include a Call to Action

A preheader is also a great place to include a call to action (CTA). Phrases like “Learn more inside,” “Don’t miss out,” or “Exclusive offer for you” can encourage readers to open the email and take further action. This is especially useful if your email contains a time-sensitive promotion or valuable information that requires immediate attention.

Personalize When Possible 

Personalization in email marketing has been shown to increase engagement. If possible, personalize the preheader based on the recipient’s name, preferences, or previous interactions. 

For example, instead of a generic “Special Offer Inside,” you could say, “John, check out your personalized discount!” Adding a personal touch can make the recipient feel valued and increase the chances of them opening your email. 

By using our Success.ai’s AI email writer tool you can take your personalization game to the next level, making sure every email feels like it's made just for the people you're sending it to.

Avoid Spammy Language

Email providers often filter emails that contain spammy words and phrases like “Free,” “Click Here,” or “Buy Now.” Avoid using such language in your preheader, as it may trigger spam filters and decrease your deliverability. Instead, focus on providing value and being clear about what the recipient can expect from your email.

Test and Optimize

Like all elements of email marketing, it’s essential to test different preheaders to see what resonates best with your audience. Use A/B testing to compare preheaders and measure which ones lead to higher open rates and engagement. 

Over time, you can optimize your preheader strategy by analyzing data and adjusting based on what works best for your specific audience.

Common Mistakes to Avoid in Email Preheaders

Even though preheaders are a small part of your email, making mistakes can negatively impact your results. Here are some common mistakes to avoid when crafting preheaders:

Repeating the Subject Line

One of the most common mistakes is repeating the subject line in the preheader. Since the subject line is already visible to recipients, duplicating it in the preheader wastes valuable space. Instead, use the preheader to expand on the subject line and give recipients more reasons to open the email.

Writing Too Much Text

Writing long preheaders can lead to the message being cut off, especially on mobile devices. If the entire preheader isn’t visible, the most important part of your message might not be seen. Stick to short, concise text that delivers your message quickly.

Ignoring Mobile Optimization

With so many people checking their emails on mobile devices, failing to optimize your preheader for mobile is a big mistake. If your preheader is too long or not clear, it can negatively affect how your email appears on smaller screens. Always check how your email looks on both desktop and mobile before sending it.

Using Spammy Language

Using spammy language like “Free,” “Guaranteed,” or “Act Now” can trigger spam filters, causing your emails to land in the junk folder. This decreases your chances of reaching your audience and negatively impacts deliverability rates. Avoid these types of words and focus on providing value.

Being Vague or Misleading 

A vague or misleading preheader can confuse or frustrate recipients. If your preheader doesn’t accurately reflect the content of your email, it can lead to lower engagement or even unsubscribes. Make sure your preheader is clear, relevant, and aligned with your email content.

Failing to Test 

Not testing different preheaders is a missed opportunity. Every audience is different, and what works for one group may not work for another. Testing different versions of your preheader allows you to find out what resonates best with your audience and continually improve your results.

Conclusion

In email marketing, every detail matters, and the email preheader is no exception. By crafting a compelling preheader that complements your subject line, you can boost open rates, increase engagement, and improve overall email performance. Whether you are trying to grab attention, highlight a promotion, or enhance your brand messaging, the preheader is a powerful tool that can make a big difference.

Remember, success in email marketing comes from testing and optimizing every aspect of your campaigns, including the preheader. So, start experimenting and see how your open rates and conversions improve!

For a smarter approach to email marketing and automation, check out our Success.ai’s tools, where AI-driven tools help you achieve better results with less effort.