Latest / The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth / How to Use Email Preheaders to Boost Open Rates
Transcript
- Lucas: So, Luna, you know that little snippet of text that shows up next to or below the subject line in your inbox? The one that often reads 'View this email in your browser' or 'Can't see this email?' Luna: Yeah, the preview text. I feel like it's the most wasted piece of real estate in email marketing. Lucas: Exactly. It's called the preheader, and most marketers either leave it blank, which means the email client pulls the first line of the email—often 'Click here to view this email in your browser'—or they just throw in a generic line that adds zero value. Luna: So what should we be doing with it? I've seen some brands use it to extend the subject line, like a second sentence. Others use it as a call to action. What's the best practice? Lucas: That's the thing—there's no one-size-fits-all, but there are some clear dos and don'ts. First, you need to understand that the preheader is essentially the second most important text in your email for driving opens, right after the subject line. In many inboxes, especially on mobile, it's visible in the preview pane, so it's prime real estate. Lucas: A study from a few years back found that adding a preheader can increase open rates by as much as 15 to 20 percent. And that's not just because it gives you more text to work with—it's because it lets you create a cohesive narrative with the subject line. Think of them as a two-part headline. Luna: So if the subject line is the hook, the preheader is the punchline. But what's the ideal length? I've seen conflicting advice—some say 50 characters, others say 100. Lucas: It depends on the email client. On desktop, Gmail shows about 100 characters, but on mobile, it's more like 50 to 60. Since over 60 percent of emails are opened on mobile, you want to front-load the important information. Put the key message in the first 30 to 40 characters, and don't worry too much about the rest being cut off. Lucas: And here's a classic mistake: many email builders default to 'View this email in your browser' or 'Having trouble viewing this email?' That's like putting a billboard on a highway that says 'This billboard is a billboard.' You're wasting the space. Luna: Right. So what's a better approach? Should I always extend the subject line, or can I use it for a different purpose? Lucas: You have options. One effective strategy is to use the preheader to add a sense of urgency or a specific benefit. For example, if your subject line is 'Your 20% off code is inside,' your preheader could be 'But it expires tonight at midnight.' That creates a complete thought and a compelling reason to open. Lucas: Another approach is to use it to answer a question the subject line poses. Like if your subject is 'Is your email strategy outdated?' the preheader can say 'Here are 5 signs you need to refresh.' That gives the reader a preview of what's inside and sets the expectation. Luna: That makes sense. But what about when you have a really short subject line? Like just 'Important' or 'Quick question'—do you then use the preheader to add context? Lucas: Absolutely. In fact, that's a common pattern for sales emails. Subject line 'Quick question'—preheader 'About your recent order?' That combo can boost open rates significantly because it piques curiosity while also giving a bit of context. But you have to be careful not to be misleading—if the email isn't actually about their order, you'll lose trust. Lucas: Let me give you a real example. A travel company we worked with last year—not a huge brand, but they sent a weekly newsletter. They used to leave the preheader blank, so Gmail would show the first line of the email, which was 'View this email in your browser.' We changed it to 'This week's deals: flights to Lisbon from $299.' Their open rate jumped by 22 percent in a month. Luna: Wow, that's a solid lift. And it makes sense—you're giving the reader a reason to open beyond just the subject line. So how do you test preheaders? Is it the same as A/B testing subject lines? Lucas: Yeah, you can A/B test preheaders just like subject lines, but you have to be smart about it. If you test both at the same time, you won't know which one drove the change. So test one variable at a time. First, test different preheaders with the same subject line, then once you find a winner, test that against a different subject line. Lucas: And there's a tool aspect to it. Most email service providers let you set a custom preheader, but some don't. If you're using a platform that doesn't, you can hack it by adding a hidden div at the top of your email with your preheader text. That way, email clients pick that up instead of the first visible text. Luna: That's a clever workaround. But I've also heard that some email clients, like Apple's Mail app, don't show preheaders on desktop anymore. Is that true? Lucas: Yeah, Apple Mail on macOS has stopped showing the preheader in the list view. But that doesn't mean you should ignore it—Gmail, Outlook, and most mobile clients still show it. And even if some clients don't, you're losing nothing by optimizing it. It's like an insurance policy for your subject line. Lucas: One more thing: don't forget that the preheader also shows up in the notification preview on smartwatches. So it's not just mobile—it's wearable. That's another reason to front-load the important part. Luna: Good point. Now, are there any industries that should stay away from preheaders? Like, does it work for B2B or high-end luxury? Lucas: It works for everyone, but the tone matters. For B2B, you might use the preheader to reinforce the value proposition or a data point. For luxury brands, you might keep it minimal and elegant—maybe just a few words to complement the subject line. But the key is to always have a purpose. Don't just leave it blank. Lucas: I've seen high-end fashion labels use preheaders like 'The new collection is here' to add context to a subject line that's just 'Introducing.' It works because it's consistent with their brand voice—simple and sophisticated. Luna: So it's about aligning the preheader with your brand's voice. That's something we can all take away. But what about misalignment? Like, can a preheader hurt your open rates if it's too long and gets cut off? Lucas: If it's cut off, you risk losing the message. But it's more about the first few words. If your preheader starts with 'This is a message from'—that's a waste. You want the first two or three words to be strong. For example, 'Last chance to save' is better than 'Don't forget to use your discount code.' Lucas: And you have to watch out for spammy words. Just like subject lines, preheaders can trigger spam filters if you use words like 'free' or 'guarantee' too aggressively. So keep it clean. Luna: That's a good reminder. Now, one more thing I've seen: some marketers use the preheader to add a little personality or humor. Have you seen that work? Lucas: Absolutely. If your brand is playful, a witty preheader can be a great way to stand out. For example, a pet supply company might use a subject line like 'Your dog will love this' and a preheader like 'Seriously, they'll wag their tail.' It's fun and creates a connection. Lucas: But you have to be careful with humor—it can backfire if it's not on brand. If you're a law firm, you probably don't want to be too jokey. So know your audience. Luna: Right. So, all this is about getting the open, but what about after the open? Does the preheader affect conversions or just opens? Lucas: It primarily affects opens, but indirectly it can help conversions because you're setting the right expectation. If the preheader matches the content of the email, the reader is more likely to engage because they know what's coming. That's why it's important to be consistent. Luna: Makes sense. So, let's say someone is listening and they want to improve their preheaders starting today. What's the first step? Lucas: First, audit your last five emails. Look at what the preheader text is currently—if it's blank or the default, that's your starting point. Then, write two or three options for your next campaign that complement the subject line. Test them with a small segment of your list, see which one gets the higher open rate, and then roll that out to the rest. Lucas: And don't forget to check how it looks on mobile. Send yourself a test email and look at the preview on your phone. If it's cut off mid-sentence, you need to adjust. Luna: So, essentially, treat the preheader like a mini subject line—give it the same level of thought and testing. Lucas: Exactly. And here's a little side thought—this kind of attention to detail is what separates the emails we actually read from the ones we delete. It's the same with this podcast, honestly. We put a lot of thought into every episode because we want it to be worth your time. Luna: That's true. And speaking of time, we do keep this show ad-free, and that's thanks to a small group of listeners who chip in monthly through buy me a coffee dot com slash fexingo. It's not a huge thing, but it's what keeps us going. Lucas: Yeah, we don't have ads, and we'd like to keep it that way. So if you've ever gotten a useful tip from this podcast, that's literally what supports making more of them. No pressure, just something to think about. Luna: And we really do appreciate every one of you. But back to preheaders—one more tip, Lucas. What's a common mistake you see people make even when they do use a preheader? Lucas: They forget to sync it with the subject line. Like, they'll have a subject line about a sale and a preheader about a free guide—it's confusing. The two should work together to tell one story. And also, don't repeat the subject line in the preheader. That's redundant and wasted space. Luna: Got it. So, for our listeners, what's the one takeaway you want them to remember? Lucas: Treat your preheader as a second headline. It's not an afterthought—it's a strategic piece of copy that can significantly boost your open rates. So next time you send an email, give it the same love you give your subject line. Luna: And if you're listening, go ahead and check your last campaign's preheader. If it's not working for you, you know what to do. Thanks for tuning in, and we'll see you next time.