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You are here: Home / Email Marketing / Preheaders – A Worthwhile Email Marketing Tool

November 15, 2018 By Liz Urichuk

Preheaders – A Worthwhile Email Marketing Tool

What is a preheader?

I like to think of it as an additional headline or subject line.  It gives me a little more room to introduce what my email is about.

According to AWeber, it is a “A preheader is a short line of summary text that accompanies the subject line when viewing a message in your inbox.” It appears different in various email readers.

email preheaders

 

Here’s what a preheader looks like in Gmail. The preheaders in Gmail are a lighter grey and appear next to the subject line.

Gmail preheaders

 

Here’s what a preheader looks like in Outlook. The preheaders are underneath the subject line. Both are noticeable and easily read.

Outlook preheaders

When you use a preheader, you are given the opportunity to expand on the subject line and ultimately the content of the email, with a fresh short sentence.

That means you can increase your open rates because preheaders entice the reader with more content therefore creating a more engaging email.

They are especially helpful if you’re trying to cram in a lot of info into fewer words for a subject line. This can easily happen when you have a few sections in your newsletter that you want to bring the reader’s attention to.

For example, if you have a feature article, a sale on your products and a question of the month you can use your preheader to help provide that additional information to the reader when they first preview the email as 2 statements not 1.

What happens when you don’t use a preheader?

Depending on the email reader your subscribers use it could display as:

  • Links and the alternate text of the header image following the subject line in the email reader’s preview.
  • A blank space.
  • An automated preheader that says “Not displaying correctly? View this email in your browser.”

Basically, a waste of online marketing space that has likely been overlooked. So the next time you send out an email, make use of the preheader!

Want to know what else your newsletters NEED to make them work FOR your business? Get your free copy of the infographic the “Top 7 Items A Newsletter MUST Have“.
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Filed Under: Email Marketing, Email Marketing Tips, Mailing list Growth tips Tagged With: content marketing tips, email preheader tips, email tips, how preheaders can help your emails, how preheaders can help your newsletters, how to use email preheaders, newsletter preheader tips, tips for your newsletters

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