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.
- 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.
- Click the placeholder to open the rich text editor in the panel on the left.
- 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.
- Create your preheader content; use the toolbar options to format the text.
- Be sure to periodically click Save as you create your message.