Creating compelling preheader text is an essential skill in email marketing, as it plays a crucial role in whether recipients open your email or ignore it. Preheader text, often referred to as the “email preview” or “email snippet,” is the brief line of text that follows the subject line in an inbox. It’s the first thing subscribers see after the subject line, and it can significantly impact the success of your email campaign. In this comprehensive guide, we’ll explore how to craft effective preheader text, why it’s important, and how it can be optimized for maximum engagement.

What is Preheader Text?

Preheader text is the snippet of text that appears next to or below the subject line in an email inbox, typically visible before the email is opened. It serves as a secondary message to provide additional context, entice the reader to open the email, or highlight key information that wasn’t included in the subject line.

While subject lines are essential for catching attention, the preheader offers another opportunity to reinforce the message, add more clarity, or spark curiosity. Preheader text appears in email clients like Gmail, Apple Mail, Outlook, and others, and its length and visibility can vary depending on the device and email platform.

Why is Preheader Text Important?

1. Increases Open Rates: Preheader text is one of the first things a recipient sees when they check their inbox. A well-crafted preheader can complement the subject line, create curiosity, and increase the likelihood of the email being opened.
2. Clarifies the Message: Sometimes, the subject line alone doesn’t provide enough information. Preheader text can act as a clarifying tool, giving recipients more context about what to expect when they open the email.
3. Optimizes Email Experience: Preheader text helps create a more polished and cohesive email experience. It can enhance the overall look and feel of the email, encouraging recipients to engage with the content.
4. Improves Mobile User Experience: As mobile email usage increases, preheader text can be a game-changer. On small screens, subject lines might get cut off, and preheader text ensures that recipients still have enough information to decide whether to open the email.

Anatomy of a Compelling Preheader Text

A great preheader is succinct, relevant, and complementary to the subject line. It serves to build upon the subject, reinforce your message, and encourage recipients to open the email. Here’s what makes preheader text effective:

1. Brevity: The best preheader text is usually between 35 and 90 characters. Too long, and it may get cut off in the inbox; too short, and it might not convey enough information. Aim for a balance between brevity and substance.
2. Complementary to Subject Line: The preheader should never repeat the subject line word-for-word. Instead, it should add value, either by elaborating on the subject line or by providing additional details that can encourage the recipient to engage.
3. Personalization: Using the recipient’s name or tailoring the message to their interests can make the preheader feel more relevant. Personalized emails tend to have higher open rates.
4. Urgency and Action: Creating a sense of urgency or prompting immediate action is another effective strategy. Preheader text can encourage the reader to act quickly by using phrases like “limited time offer” or “Don’t miss out!”
5. Curiosity and Intrigue: Using an element of mystery or curiosity can increase open rates. Phrases like “You won’t believe what we’ve got for you” or “The secret to…” can pique the reader’s curiosity and encourage them to open the email to learn more.
6. Clear Value Proposition: Preheader text should clearly convey the value or benefit of opening the email. For instance, if the email offers a discount, the preheader can emphasize the savings, like “Save 20% on your next order.”

Best Practices for Crafting Preheader Text

1. Consider the Mobile Experience

With more than half of all emails being read on mobile devices, optimizing your preheader text for mobile is crucial. Mobile screens have limited space, meaning only a small portion of the subject line and preheader text will be visible at first glance. To make sure your preheader text has the desired impact, consider the following:

• Keep it Short: On mobile, preheader text may be truncated if it exceeds the screen’s character limit (often around 90 characters). Aim for 35–50 characters to ensure visibility.
• Prioritize Important Information: Place the most crucial information or the main call-to-action (CTA) in the first few characters of the preheader to ensure it’s seen.
• Test Across Devices: Always test how your emails look on different devices. The best preheader text will look good on both desktop and mobile, maintaining readability and effectiveness.

2. Avoid Redundancy with the Subject Line

While it’s tempting to repeat the subject line in the preheader, this usually doesn’t add any value and can come across as lazy. Instead, use the preheader to add more context or details that the subject line couldn’t include. For example:

• Subject Line: “Limited Time Offer – 50% Off”
• Preheader Text: “Hurry, the clock is ticking on this exclusive deal!”

This combination creates a sense of urgency while providing clarity about the offer.

3. Use Personalization Wisely

Personalized preheader text can make an email feel more tailored to the recipient, increasing the chances they’ll open it. Some personalization ideas include:

• Name-Based Personalization: Use the recipient’s name in the preheader to make it feel more direct and personal.
  • Example: “John, your special offer is waiting!”
• Segment-Specific Personalization: Target specific interests or behaviors based on the user’s previous actions or preferences.
  • Example: “Your favorite items are back in stock!”

4. Test and Optimize Preheader Text

Preheader text, like all elements of an email campaign, should be tested and optimized. Regular A/B testing allows you to compare different versions of preheader text to see which ones perform best. Here are some ideas for testing:

• Subject Line + Preheader Combinations: Test various combinations of subject lines and preheader text to see which pairs have the highest open rates.
• A/B Test Length: Test short versus long preheader text to determine what resonates most with your audience.
• Urgency vs. Curiosity: Test whether an urgent preheader (e.g., “24 hours left to save!”) performs better than one that sparks curiosity (e.g., “You won’t believe this offer”).

5. Use Dynamic Content for Better Targeting

Some email platforms allow you to use dynamic content in your preheader text, which means the message can change based on the recipient’s behavior, location, or preferences. For example:

• For Previous Customers: “Exclusive 10% discount just for you!”
• For New Subscribers: “Welcome! Here’s 20% off your first purchase!”

Dynamic preheader text ensures that the message feels more relevant and can increase engagement.

6. Include a Call to Action (CTA)

In some cases, it can be effective to include a call to action in your preheader text. This can encourage recipients to take action immediately after reading the subject line and preheader, which can be particularly useful for time-sensitive offers.

Examples of effective CTAs in preheader text:

• “Shop now for 30% off!”
• “Claim your free trial today!”
• “See what’s inside – don’t miss out!”

Examples of Compelling Preheader Text

1. E-commerce Sales
   • Subject Line: “Don’t Miss Out! 50% Off All Jackets”
   • Preheader Text: “Shop now before sizes sell out—free shipping included!”
2. Event Invitations
   • Subject Line: “You’re Invited: Join Us for the Annual Gala”
   • Preheader Text: “Get your tickets today—early bird pricing ends soon!”
3. Product Launches
   • Subject Line: “Introducing the All-New Smart Watch”
   • Preheader Text: “Be the first to experience cutting-edge technology.”
4. Newsletters
   • Subject Line: “This Week’s Top Stories in Tech”
   • Preheader Text: “Discover the latest trends and insights in the tech world.”
5. Abandoned Cart Emails
   • Subject Line: “Oops, You Left Something Behind”
   • Preheader Text: “Complete your order now and get 10% off.”
6. Seasonal Offers
   • Subject Line: “Black Friday Deals Are Here!”
   • Preheader Text: “Save big on your holiday shopping—limited-time offers!”

Conclusion

Compelling preheader text is a critical component of a successful email marketing strategy. It enhances the visibility of your email, clarifies your message, and entices recipients to open the email. By keeping it concise, relevant, and complementary to the subject line, you can significantly boost your email open rates and overall engagement.

As with all aspects of email marketing, creating compelling preheader text requires testing, optimization, and constant refinement. By experimenting with different approaches and leveraging personalization, urgency, and curiosity, you can craft preheaders that not only capture attention but also motivate action, turning your email recipients into engaged and loyal customers.