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Over the past five years, email opens on mobile devices have gone up by 30%, with more emails in total now being opened on mobiles than on desktops. This shift to mobile use has made preheader text more important than ever.

What is preheader text?
The preheader text is the the short summary text that follows the subject line when an email is viewed in the inbox, and is used to capture your subscriber’s attention, encouraging them to open. While the inbox is the first thing a subscriber sees, it’s often the last thing considered when creating an email.

Why is optimising your preheader text important?
The subject line and preheader text are the first thing the recipient will see, so it's crucial to get them right. These two elements are used to decide whether or not they will open your campaign, and without an open, no conversion. The preheader text is often used by people to gauge the relevance or quality of the sender.

How to optimise your preheader text The amount of preheader text visible a subscriber sees depends on the device they're viewing it on, and even on desktops it depends on what clent they're using and how wide they've set their browser window. Keeping your preheader text to between 40-50 characters should give you a good amount of room to say something compelling while still ensuring it gets shown in full on most devices. The preheader text is actually taken from the first few lines of your email's content, so it's important to work around this.