What are preheaders, again?
Preheaders are an optional field in most email creation platforms, and they work as a sort-of second subject line. Email service providers like Gmail use them to give readers an extra glimpse into what the email contains before they open it. When a writer doesn’t set a preheader, most providers will just show the first line of text in the email — and that doesn’t always look so great.
The way your newsletter shows up in a reader’s inbox can be a big factor in whether they open it or not, and for a lot of writers it’s a missed opportunity to grab a reader’s attention.
There are three things a reader sees in their inbox before they decide whether or not to open your newsletter:
- Your from name
- Your subject line
- Your preheader/A bit of the content of the email
You control the first two, but that third bullet point is all too often forgotten.
If you’re not using preheaders, you’re not alone. I won’t name names, but even some of the most popular independent newsletters out there don’t offer preview text for the reader. Start doing that regularly, and you’ll be ahead of the game.