RAAK_Blog-Header_ Emailmarketing

Why the email pre-header text matters so much

As an e-marketer you probably know that you never get a second chance to make a first impression in the recipient's inbox. That's why putting the pre-header, that's the area at the very top of your email, to good use is so important.


This little area is actually the doorway to your core message. It's the first portion of text that shows up next to your subject line in many email clients such as Outlook, Gmail, and practically all other mobile email clients. It might even pop up as an Outlook Desktop Alert. The pre-header basically acts as an extension to your subject line and sender name. This trio has proven to play a crucial part in helping subscribers determine whether they want to open your email or not.

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Unfortunately most marketers still haven't optimized this section. And so the most common pre-header text is still “click here to read this email online” or “Please add us to your address book to ensure you receive our emails.” There's no need to remove these links entirely. Just re-arrange them in a way that the first line of text refers to the core purpose of your email.

Look at it this way: your pre-header text is an extension of your subject line. But get creative, don't just repeat your subject line.

4 essential tips for pre-headers that work

1) The pre-header text is an extension of your subject line.

2) The first line of text in your pre-header should be a marketing message that outlines the core message of your email. 

3) Don't delete your “read online” link – place it next to or underneath your core message.

4) Be creative– don't repeat your subject line: the sender name + subject line + pre header text have to support one another in order to bring an interesting message for the recipient.


Don't underestimate the importance of the pre-header in your email messages. Use it as a doorway to draw your readers into the core message of your email.

Posted on
Oct 18, 2013