Email marketing terms

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Email Preheader

Email preheader is summary text that follows the subject line when an email is viewed in the inbox. It is what many mobile, desktop, and web email clients show readers to give them an idea of what’s inside the message before they actually open it. In many cases, this powerful line of text can be the difference between someone opening and not opening an email. In many cases, it’s used to provide a short summary of the email, and is typically one sentence long.


To: Molly Marketer

From: Kim at Campaign Monitor

Subject Line: Introducing: 10 Quick Tips to Boost Your Email Open Rates

Preheader: From personalization to preheader text, here are some tips!

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Email Open Rate
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Email Service Provider (ESP)
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