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What’s a preheader?

A preheader is the very first text that appears in an email, at the very top. In most email programmes, this text shows up as a third line underneath the sender information and subject line. For that reason, it’s important to take advantage of your preheader and write something that really grabs people’s attention.

Sometimes you’ll see emails with “Web version” or “Click here if your email looks strange” in the preheader, but that’s a waste of this important space. Instead, write a short introductory text that describes your content and will encourage the recipient to open the email, preferably by complementing the subject line.

TIP: your email template should contain the preheader merge variable. Once this merge variable is included, you can simply use the Preheader field on the email settings page to add your preheader text (in the exact same way as creating your subject line!) 

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