The preheader is the first bit of text that shows up in many email clients immediately after the subject line.
Those snippets appear in most mobile devices and in some desktop clients, such as Gmail and Outlook.
Litmus reported that better preheader text increased their click-through rates over 30% and reduced spam complaints.
49%of all email opens happen on a mobile device. And their inbox looks similar to mine:
Do you see the difference between messages?
iPhone cuts off subject lines after 35 characters in portrait view, but displays about 140 characters of preheader.
140 characters or two full lines!
It is often the difference opening or deleting an email.
Don’t use preheader to say… Can’t see images? Click here to view this email in your browser.
It makes way more sense to write short subject line and then expand your message with preheader.
Click at the top of your email and write your text in “Teaser text” column.
P. S. Let me know how the preheader affects your open rates.
Hi, I’m Ilma, CMO at MailerLite. I love seeing our customers succeed. When they win, we win (like being named one of the top 5 fastest growing SaaS companies). Email is my passion, although I took a rather unusual path. Before MailerLite, I worked in finance and art, which turned out to be the perfect mix for marketing.