What’s An Email Preheader? Why Do I Care?

Email Preheader

What’s An Email Preheader?

Great question! Here’s an answer!

The email preheader is that line is that bit of text shown next to or under the subject line of an email

Email Preheader

The email preheader is about 50 – 100 characters or around 12’ish words (think of it as a short tweet).

Why Do I Care?

You care, and I care, because the email preheader is the “hook” of your email. Make the email preheader interesting and provocative and your email open rate will increase dramatically!

The email preheader should:

  • Preview the content inside the email – What are you trying to tell them in the email
  • Request an action from the reader – Language like “Take a look” or “Check this out”
  • Have a “Fear of missing out!” factor – Have an offer that’s for a limited time? Let them know!
  • Be creative! – Talk to your reader, make the email preheader social!

What are some of the best calls to action you’ve used in emails? Leave a comment below!

How do I update the email preheader?

It’s really easy!

In the new email drag and drop editor in Aweber, click on the “Message Properties” and the Message Preheader text box is right there for you to edit!

Email Preheader Edit Text Box

Aweber makes it very easy to update your email preheader and when you add a interesting call to action for your reader, your email open rate will increase and thus action execution will increase!

Try it out!

If you haven’t tried Aweber, please check it out here!

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As always, let us know what your thoughts are! Please leave a comment below!


  1. This is a great article I never thought about an email preheader and never thought to do a call to action thank you so much and I will be incorporating this into my emails. I look forward to more articles from you. Thank you David

    • Agreed! I didn’t know the power of the email preheader message until I got an email and did some research!

      Thank you for participating!

  2. I didn’t know this existed so thank you so much for enlightening me. One question though – is this unique to Aweber or is it available in other email programs? Would love to know your response.

    • As a dedicate Aweber user, I’m not 100% sure, but I’d imagine it’s available on other applications. Thank you for the suggestion however, I will add this idea to a “comparison” post I’m thinking of writing!

      Thank you for participating!

  3. Thank you very much for your article so educational. I had always heard about email pre-header without having the opportunity to know it more thoroughly. Now that I really know what it’s all about, I’m going to integrate it into my emails in all my online correspondences. I invite you to continue in this direction to contribute to the education of people online.

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