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What is an Email Preheader?
Liz Gannes avatar
Written by Liz Gannes
Updated over a week ago

What is a preheader text?

A preheader text is a short summary of the contents of an email that follows the subject line when viewing an email from the inbox. This section may appear differently on various mobile and web email clients.

Here’s an example of what an email preheader look like in Gmail.

Why is an email preheader important?

An email preheader is a powerful tool to improve your open rate and boost engagement. Marketers can utilize this section as it has a great influence on your contacts. It can mean the difference between an opened and an archived email.

Using a well-written preheader text in your email marketing campaigns will provide the subscribers with the context of your email and will encourage them to open and act on the offers presented in them.

What are the best ways to improve your preheader text?

For an effective email marketing campaign, you need you start with a strong subject line and preheader combination. The subject line should be short and attention grabbing, while your preheader should offer some additional details to support it.


  • Subject Line - 50% OFF: Sale Happening Now

  • Preheader - Get a FREE Custom Domain and Receive Unlimited Bandwidth

Here are a few preheader best practices:

  1. Personalize the message

  2. Elaborate on the subject line

  3. Don't repeat the subject line

  4. Add a call to action

  5. Provide an incentive

  6. Induce curiosity

  7. Use emojis to stand out

How to add preheader text to an email campaign in Mailmunch?

Mailmunch offers us hundreds of customizable templates to create, design and send email newsletters that boost conversions.

An email preheader can be added to your campaign by following the few simple steps mentioned below:

Step 1: Create an email campaign from the different campaign types displayed.

Step 2: Click on the Subject step in the campaign builder, this can be used to greet your subscribers. Click on Personalize and the drop-down menu will display several options available to personalize your email for an individual subscriber such as the Last Name field. If the user did not provide a name in the form, there is an option to choose a default value for the missing field values.

Step 3: Add the Preheader Text, this is a short summary text displayed to your subscribers when viewing an email.

Step 4: Fill in the Sender Information, use your name or company's name as the Sender Name. In the tab next to the sender name, you will be shown the verified email addresses you have for this domain. If you do not have one, please type in an email address. A message will be displayed asking you to verify your email address. A verification email will then be sent to your email address, click verify through that email. You are prompted for successful verification, return to this step and click on Click Here.

That's it! You can now complete the remaining Audience, Schedule, and Review steps in the campaign builder.

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