What is pre-header text in an email:
A pre-header text in an email is the short summary text that follows the subject line when an email is viewed in the inbox. When a customer looks at their mobile, desktop and web email it tips them off on what the email's content will be before they open it.
Why is it important:
- When your email subscribers look at their inbox they are deciding whether or not to open your email. The subscriber is using the preheader text is used as a prescreening tool to determine whether or not to open it.
- The subject line is your attention grabber, but the preheader text allows for more context of what the email is about.
- Without preheader text, it will take the body text of the email and use that text were the preheader should be.
- The preheader text should not be longer than a sentence that summarizes what the email is about.
Best practices using pre-header text:
- Make sure to focus on the key content in the first portion of the preheader text.
- Even though some might only display 30-40 characters, web devices like Gmail display around 100 characters, including spaces. Take advantage of all the available character space.
- Include a call to action to further emphasize the customer to open the email in their inbox.
- Be careful of any words that can be flagged as spam.
- Try to personalize the messaging.
Which email apps display pre-header text:
According to Litmus, not all email apps support preheader text. Below is a list provided by Litmus showing which email apps support preheader text. (Source: Litmus)