Effective email preheaders follow a lot of the same best practices as writing email subject lines, especially around relevance, personalization, and the ability to test and optimize.
The first step is to scrutinize your email content to uncover the most interesting or important pieces. How can you sum up your content in less than 200 characters (subject line + email preheader)?
Your subject line and preview text should let the reader know exactly what to expect. But only being descriptive is not going to cut it. Your subject line + preheader combination must also be compelling.
Here are 7 ways to write compelling preheaders.
1. Highlight your email's value proposition
Every email you send should have a goal. Some emails promote special deals or sell products while others share news or content. What is the value to your reader?
Use your preheader to communicate the most compelling benefit of the email. Give your readers a reason to open by highlighting the 1 thing that drove you to create the email in the first place.
Tell subscribers what’s in it for them and they'll be more likely to click. This MailerCheck example highlights its value proposition in the subject line and uses the preheader text to reinforce 2 compelling benefits.