Unlocking Higher Email Engagement: The Power of the Email Preheader

Email Preheader Best Practices are one of the most effective ways to boost open rates and engagement in your email campaigns. When used correctly, preheaders act as a second subject line, giving readers a reason to open your email and take action.

Top 4 Email Preheader Best Practices for Higher Engagement

A preheader in email is the short snippet of text that follows the subject line when an email is viewed in the inbox. It acts like a secondary headline, giving recipients a preview of what’s inside the email. Think of it as your second chance to entice a reader to open the message.

Most email clients, including Gmail, Outlook, and Apple Mail, display this text by default, making it a key player in improving open rates.

1. Keep Preheaders Short and Concise

One of the most important email preheader best practices is keeping the text between 40–100 characters. Shorter preheaders are fully visible on most devices, including mobile screens, which increases the chance of engagement.

2. Complement the Subject Line

Do not duplicate the subject line. Use email preheader best practices to add context and entice readers to open your email. This strategy helps create curiosity while reinforcing the email’s message.

3. Use Action-Oriented Language

Strong verbs encourage action. A proven email preheader best practice is to write preheaders that drive clicks and prompt immediate engagement.

4. Include Numbers When Relevant

Numbers or statistics in preheaders can improve engagement. Following this email preheader best practice can make your email stand out in a crowded inbox.

Why the Preheader Text in Emails Matters

The preheader text in emails serves multiple purposes:

• Extends the subject line: It allows marketers to expand on the headline and provide more context.
• Increases open rates: Well-crafted preheaders can spark curiosity or urgency.
• Enhances user experience: A clear, relevant preview helps the reader understand what to expect, reducing confusion or spam perception.

Without a designated preheader, email clients often pull the first line of text from the body, which might be something irrelevant like “View in browser” — a wasted opportunity.

Best Practices for Crafting the Perfect Email Preheader

1. Keep it short and sweet
   Stick to around 35–90 characters. Make every word count.
2. Complement the subject line
   Your email preheader should work with your subject line, not repeat it.
3. Add a call to action or teaser
   Tease a benefit, special offer, or highlight what’s inside the email.
4. Avoid generic filler text
   “Can’t read this email?” isn’t going to inspire clicks.
5. Personalize when possible
   Just like with subject lines, adding personalization to your preheader can boost engagement.

Examples of Effective Preheaders

• Subject: “You’re Invited: Exclusive Webinar”
  Preheader: “Secure your seat for this insider session on email trends.”
• Subject: “Your Weekly Round-Up is Here”
  Preheader: “See the latest updates tailored just for you.”
• Subject: “Don’t Miss Out – Sale Ends Tonight”
  Preheader: “Last chance to grab your favorites at 50% off!”

Final Thoughts

While often overlooked, the preheader in email is a powerful tool in your email marketing toolkit. By crafting thoughtful, relevant preheader text in emails, marketers can significantly improve their email open rates and overall campaign success. So, the next time you’re ready to hit “send,” don’t forget your secret weapon: the email preheader.

Disclaimer: This blog post was created with the assistance of Human Content Creators, AI and Search tools to help collect information, plan content, and ensure accuracy. We strive to deliver valuable and well-researched insights to our readers.