A preheader is the top section of an email; it's the initial piece of your mailing that your recipients see. While this area is often populated with substantive text, such as “Click here to download images,” it's typically better to include something more inviting.
Why you should use preheaders
When recipients look at your mailing, they'll see your sender address and subject line. The preheader is an additional tool that works alongside these elements to create a stronger allure. Think of your preheader as an extension of your subject line in the inbox. It is both a first impression and a preview that occupies a valuable location in your message.
Below are two examples of a preheader in a mailing client:
You'll typically use a preheader for two main reasons:
- Marketing - A preheader lets you include additional elements that will draw your recipients into a mailing.
- Preview - A preheader also gives recipients a sense of what is to come within a mailing.
Creating a Preheader
Preheaders are built into all templates in TD2 (both blank and gallery templates). In fact, you’ll see the preheader on the canvas before you add your first layout, as you can see below:
- To enable a preheader location in your template, simply click the placeholder shown above.
- The only property control for the preheader location is the text style menu. Click it to select one of the following styles:
- Standard Text 1
- Standard Text 2
- Standard Text 3
NOTE: You cannot move preheader locations. Additionally, they always use the template theme’s background color.