A preheader is a short text that is often displayed in the email preview, next to or below the subject line in most email clients. It serves as a "preview" of the email content and provides an additional opportunity, alongside the subject line, to capture the recipient's attention and interest.

Example of a preheader displayed in Microsoft Outlook

How to Use the Preheader Effectively:

1. Complement the Subject Line
   The preheader should complement the subject line and not simply repeat it. It allows you to add extra information that sparks the recipient's curiosity and interest, encouraging them to open the email.
2. Keep It Short and Concise
   Most email clients display only 40–90 characters of the preheader, depending on the display size. Therefore, the preheader should be brief and to the point, communicating clear value or benefits to the reader.
3. Include a Call-to-Action
   Use the preheader to prompt the recipient to take a specific action. For instance, highlight a special offer within the email or mention an urgent invitation to boost click-through rates.
4. Optimize for Mobile Devices
   Since many recipients read emails on mobile devices, it is especially important to optimize the preheader for mobile display. Ensure it is easily readable on smaller screens and conveys meaning effectively, even with limited characters.
5. Avoid Default Text
   If you do not define a specific preheader, the email client may display the beginning of your email content or technical details, such as "If this email is not displayed correctly...". This can negatively impact the first impression of your newsletter. Instead, use this opportunity to grab readers' attention with a custom preheader.

Where to Find the Preheader Settings in MAILINGWORK?

To define a preheader in MAILINGWORK, open the respective mailing and navigate to the "Content" tab. On the left side under "Mailing Structure," you will find the "Global Adjustments" for the mailing. Here, you can edit the preheader alongside the mailing title.