Who this applies to#
- Use a preheader when a concise second line helps a recipient understand the message before opening it
What Preheader text requires#
- Make the preheader accurate, useful on its own, and consistent with the message the recipient will open
Gmail
Gmail can display email preview information and annotations according to its own presentation rules
What this does not require#
- A preheader does not replace the subject line or guarantee that every inbox will display the same preview
Common mistakes#
- Repeating the subject verbatim
- Allowing navigation text to become the accidental preview
- Promising content the email does not contain
Preheader text checklist#
- Add useful context
- Keep it accurate
- Review the inbox preview
- Check the email opening