A preheader is the summary text under the subject when the email message is viewed in a recipient's inbox. It gives recipients an idea of what the message is about before they open it.

Consider...

• The subject and the preheader should work together to generate interest in your message and encourage your recipients to open it.
• This is your chance to make a good first impression with a preview that occupies a valuable location in your message.
• The preheader text could be what inspires the recipient to open the message...or ignore it.

TIP: Think of your preheader as an extension of your subject line.

Below are two examples of preheaders:

Why use preheaders?

You'll typically use a preheader for two reasons:

• Marketing - Use a preheader to include additional elements that will draw your recipients into a message.
• Preview - Use a preheader to give recipients a sense of what is to come within a message.

Create a preheader

When you use a template with a preheader location in MD2, you’ll see a placeholder for your preheader text.

1. Click the placeholder to open the rich text editor in the panel on the left.
2. Check the "Hide" box to prevent the preheader text displaying in the body of the message.

NOTE: This setting only ensures that the preheader text does not display in the body of the message; it does not affect the display of the preheader text in the inbox.

3. Create your preheader content; use the toolbar options to format the text.

4. Be sure to periodically click Save as you create your message.