Pre-header text is a short summary that sits below the subject line, which can be used to inform a recipient what the email is about.
How does it work?
Pre-header text isn’t something you can apply, like a subject line. Instead, email clients actually take the first few words of your email and uses this as pre-header text.
What is it good for?
Because your subscribers see your pre-header text regardless of their decision to open the email or not, it’s a part of your campaign that can easily help you increase engagement. Pre-headers appear both in the inbox and in the email design, content testing can help you understand what is displayed in different email clients. Don’t get caught up with counting the number of characters displayed, just place your key words at the beginning for maximum impact.