Email Preheaders: Definitions, Examples, and Best Practices

An email preheader is the short summary text that appears next to or under the subject line when an email is viewed in the inbox. It is typically the first line of text in the email content, though it can be specifically crafted for a better user experience. 

This small snippet of text can be an important factor in a recipient’s decision to engage with your campaign. It complements the subject line by providing additional context or a teaser, potentially increasing the likelihood of an email being opened. Given that smaller devices often show preheaders more prominently due to screen size constraints, their impact is even more pronounced on mobile.

This guide will cover email preheader examples, how to set a fallback preheader to avoid awkward or unintended subject line pairings, and other email preheader best practices. Let’s dive in! 

Email Preheader Examples

Depending on the email client and device size, email preheader text will display either after the subject line or directly below it. It’s typically a shade lighter than the subject line and is not the main emphasis of the message. 

Here’s some examples of how it could look across different platforms and devices:

If you’re stuck on what copy to use for your preheader text, consider the following ideas:

• Promotional Emails: For sales or promotions, a preheader can tease the offer, e.g., "25% off sale – Details inside!"

• Transactional Emails: For order confirmations or bookings, the preheader can reassure, such as "Your order is confirmed – See the details inside."

• Newsletters: Here, the preheader can highlight the main story or feature, "This week’s top wellness tips!"
  

The Risks of Not Setting a Preheader

By default, if you don’t explicitly set a preheader, most email clients will display the first text they encounter in the email content as the preheader. This could be anything from navigational links or header elements to standard greeting text.

Such automatic extraction can result in preheaders that are irrelevant or unengaging, such as "View this email in your browser," which many emails include as a top line for recipients viewing in web browsers.

An unintended preheader can significantly affect the recipient’s first impression. It could be misleading, confusing, or simply ineffective at encouraging the recipient to open the email. For example, a preheader that starts with an unsubscribe option or a generic greeting does not leverage the strategic potential of this space to enhance engagement.

Implementing a generic fallback for your email preheaders is a practical approach to safeguard against undesirable automatic text selection. 

To integrate a generic fallback preheader into your email templates, you can add it to the HTML code of your template, ensuring it's styled to be invisible if a specific preheader is used. Here’s a simple way to do this:

<!-- Fallback Preheader Start -->

<span style="display:none; font-size:1px; color:#ececec; max-height:0px;">

  Discover the latest updates and insights waiting for you inside!

</span>

<!-- Fallback Preheader End -->

Your fallback preheader should be neutral yet engaging, applicable to a wide range of email content while still inviting the recipient to open the email. It should align with your brand voice and ideally echo the core message or value proposition that your emails typically offer.

Email Preheader Best Practices

In addition to setting a default fallback within your HTML, there’s a few more best practices to keep in mind as you craft your email preheaders.

• Length: Try to keep it around 30-80 characters to ensure visibility across devices.

• Informative: Offer a preview or continuation of the story started in the subject line.

• Engagement: Include personalization elements where possible, such as the recipient's name or a recent purchase.
  

Adding preheaders is typically straightforward in platforms like MailChimp or Salesforce. These platforms often have a dedicated field labeled “Preheader” where you can enter your text directly, making sure it’s integrated seamlessly into your email design.

Alternatively, to implement a preheader using HTML, you can place it at the top of your email body wrapped in a <div> styled with display:none; to ensure it does not display in the email body but still appears in inbox snippets:

<div style="display:none; font-size:1px; color:#ececec; max-height:0px;">Exclusive offer inside!</div>

Conclusion: The Strategic Value of Email Preheaders in Campaign Optimization

While the lion's share of your A/B testing efforts should admittedly focus on more prominent elements like subject lines and sender names, it's important not to overlook the subtler, yet impactful role of email preheaders. These snippets, while minor in size, can drive incremental improvements in your campaign's performance.

Email preheaders should be seen as a part of a broader set of optimization elements within your email marketing strategy. They work in tandem with the subject line to create a compelling invitation into the body of your email, potentially tipping the scale toward higher open rates and deeper engagement. Therefore, even small tweaks to your preheader text, tested and refined over time, can refine your audience's experience and enhance the overall effectiveness of your campaigns.

Remember, in the art of email marketing, every element counts, and a well-crafted preheader is a critical touchpoint in the journey of your message from send to open to conversion.

Looking for more info on the different parts of an email? Check out: Email Anatomy: The Keys Parts of an Email (and Best Practices).