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Preheaders can increase Email Marketing Open Rates

Adrian Holloway Adrian Holloway , 5/13/2019
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Statistics show that email campaign open rates improve on average from 15%-20% when a useful pre-header is used.

What is a pre-header?Preheader vs Preview text sample image

It's a piece of email content preview text that shows up on certain devices and email programs. On mobile devices pre-headers can improve open rates, because they describe what's in the email content and entice the reader to open the email.

What is the difference between a pre-header and preview text?

They are often used interchangeably, but preview text is normally the first bit of text that is used in your email campaign, usually at the top of your email. 

Pre-header text however is defined inside the HTML content (tagged as a pre-header) and can override the preview text when displayed on mobile devices.

How do you set a pre-header?

Use this italicized code inside the <body> tag of the HTML. I prefer to use it as the second line under the <body> open tag. 

<span class="preheader" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">CompleteMarkets helps MGAs, Program Administrators and Wholesale Brokers market their products to independent insurance agents and brokers.</span>

Simply put, use pre-headers in your email campaigns!

It helps the reader, it helps with open rates and overall email campaign improvement.

We insert a meaningful pre-header for all of our clients' email blast campaigns if they do not specify one ahead of time.