The preheader is the text that is displayed directly after the subject line of a mailing in the inbox overview of the email client, even before the actual content of the mailing begins. You can use the preheader to give the recipient a first overview of the content of the mailing in order to improve the impression rate of the mailing.
The preheader in the inbox
To increase the impression rate of your e-mailing, formulate an appealing preheader text.
If there is no preheader, the first text of the mailing is displayed. In many cases, this is the text of the web version of the mailing (e.g. ‘If this message is not displayed correctly...’). To avoid this, the use of a preheader is recommended. Many email templates have a separate field for this, in which you can enter the text for the preheader. If you do not have a preheader in your template but would like to use one, please get in touch with your sales contact or our support team.
Please note that the text length is limited and the last characters are cut off depending on the e-mail client. The recommended length of a preheader is between 50 and 100 characters.
Enter preheader text
In many cases, the preheader text can be entered in the visual editor.