A pre-header, also known as a preview text or snippet text, is a short summary or snippet of text that appears at the top of an email, typically right after the subject line, when viewed in the inbox. It provides additional context or information about the email’s content and serves as a preview for the recipient.
Key points about pre-headers and their importance:
- Content Context:
- The preheader gives recipients a glimpse into the content of the email, helping them understand what to expect before opening it.
- It provides an opportunity to reinforce the subject line or offer more information to entice recipients to open the email.
- Increased Open Rates:
- A well-crafted preheader can complement the subject line and increase the likelihood of recipients opening the email.
- It allows for a more nuanced and detailed message than the subject line alone.
- Mobile Optimization:
- On mobile devices, where space is limited, the preheader is particularly valuable. It appears prominently in the preview pane, making it essential for mobile-friendly email design.
- Mobile users often decide whether to open an email based on the preheader and subject line, so optimizing both is crucial.
- Branding and Consistency:
- Including brand elements or consistent messaging in the preheader reinforces your brand identity.
- Consistency in branding across the subject line, preheader, and email content helps build trust with recipients.
- Call to Action (CTA):
- Some email clients display the preheader text next to the sender name and subject line. This can be an additional space to include a subtle call to action or encourage engagement.
- Character Limits:
- Different email clients have varying character limits for preheaders. It’s important to keep your preheader concise to ensure that the entire message is visible across different devices and platforms.