What is the "preheader" in an email?

The preheader in an email refers to the first part of the content that often appears right after the subject line in the preview pane of an email client. It typically consists of the first 60-70 characters of the email body and serves as an enticing summary or additional context for the subject line, encouraging recipients to open the email.

In many cases, this preheader text can vary based on the device or email client used to view the email. On iPhones and some other mobile devices, it plays a crucial role in determining whether a reader decides to engage with the email. By including compelling or relevant information in the preheader, email marketers aim to enhance open rates and capture the reader's interest.

Understanding the importance of the preheader helps in crafting effective emails that maximize engagement by complementing the subject line with additional information.