Resources Hub » Blog » The Email Minute 13: Preheader Text – The What, Why, and How to Use It

Preheader text may not be flashy, but it can give your emails the creative edge they need. Writing quality copy can provide more email opens and ultimately, more conversions.

In this episode of The Email Minute, Shane explains preheader text best practices for 2019: what this text is, why it’s important, and how to use it.

The what, why, and how

Sometimes emails can feel a little overwhelming. Between growing your list and actually writing your emails, all the other stuff starts to feel excessive.

But if you’re not using preheader text in your emails, you’re missing out on one of the easiest ways to increase engagement.

With just a bit of extra copy, you can improve opens and clicks. So let’s discuss the what, why, and how of preheader text.

Hi, I’m Shane Phair, Chief Marketing Officer here at Campaign Monitor, and this is The Email Minute.

First of all, what exactly is preheader text?

Preheader text is that little bit of text that follows an email’s subject line.

What is preheader text?

Subscribers can see this text without actually opening the email. So, if the subject line is the hook, the preheader text is sort of like the teaser.

Preheader text is extremely valuable, not just because it’s the last chance to convince readers that they should open your email. But adding preheader text can increase opens by over 30%.

Why use preheader text?

That’s a huge difference, and it only takes a little time to include that little extra bit of copy.

So, how can you use preheader text in your own emails?

Let’s start with the length. You want to keep preheader text short enough for any device.

Preheader text best practices 2019

The preheader text should engage your reader, so get to the point quickly and succinctly.

Once you’ve got the length down, your preheader text can take a few different forms.

You might use it as an extension of your subject line, or as the synopsis of your email. You may even include a call-to-action, such as “Open to find out.”

These are all ways to pique your readers’ interest and earn opens.

If you’re looking for an easy, valuable way to get clicks and increase engagement, preheader text is the perfect start to your email. Literally.

Be sure to stay tuned for the next Email Minute, where we’ll discuss more tips and more tricks.

Have a question you’d like covered on The Email Minute? Tweet at me @ShanePhair, or post a comment on our blog.

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This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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