Preheader text is a snippet of text that is typically displayed near the subject line of an email depending on the email client (ie. Microsoft Outlook, Gmail, iPhone, etc). The purpose of the Preheader text is to help email recipients better determine the topic of the email.

Since email subscribers spend only a few seconds deciding whether to read an email, the Preheader text can help improve open rates.


Using Preheader text in ActiveDEMAND

Here are a few best practices to keep in mind when using Preheader text:

  1. Always include Preheader text for emails. If you don’t, the default text may be something like “View this email in a browser” or something else. Customizing the Preheader text will help improve open rates. 
  2. Limit your Preheader text to 100 characters or less. 
  3. Get creative and include a call-to-actions in your Preheader. 


You can access the Preheader text of any email within ActiveDEMAND by visiting the specific email’s preview box: