Email preheader best practices, Preheader email marketing and email preheader html

A preheader is a small section that appears at the top of your email. The following tips can help you make the most of the preheader in every marketing campaign  you develop.




  • Understand that the first line of your text is critical. It is this text that will appear when recipients access their inboxes from smartphones, tablets and other mobile devices.
  • Know how to code the preheader properly. The preheader should convey the message of your email clearly and concisely.
  • Use the preheader text to summarize your offer in a way recipients can easily understand.
  • Keep things short and simple. Your recipients are busy, and they are probably looking through dozens of new emails every time they log on to their mobile devices.
  • Use left alignment for your preheader text. This will make the text easier to read, especially on mobile devices.
  • Use a standard easy to read font for your preheader text. Now is not the time to get too fancy.
  • Include a clear call to action in your preheader text. Link your call to action to your landing page.
  • Test your preheader text as you would any other part of your email. Try various A/B splits to see which preheaders have the best response and open rates.

 
 <style>
   /* ... */
    /*--- Preheader declaration in style block in addition to inline for Outlook */
    .preheader { display:none !important; visibility:hidden; opacity:0; 
color:transparent; height:0; width:0; }
  </style>
</head>

<body>
  <!-- PRE-HEADER TEXT -->
  <span class="preheader" style="display: none !important; visibility: hidden; 
opacity: 0; color: transparent; height: 0; width: 0;">Preheader text shows up 
in GMail, iOS, Mail.app, &amp; more: 75 text char limit</span>
  ...

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