This text is usually placed at the beginning of all the content and can sometimes be hidden when opening the email, since its function is to mozambique business email list complement the subject . In many email clients, before opening the email we not only see the subject and the sender, but also some text from within the message appears. Let's pay attention to the amount of space that the preheader takes up in the inbox:
And what about mobile? Because this is a desktop screenshot, but mobile devices are starting to become the main means of opening emails. Let's see what the inbox looks like on an iPhone:
Preheader on mobile
Image source: Litmus
That being the case, it is not a good idea to ignore the preheader and lose the opportunity to impact the user with a relevant text, instead of what we often find:
“If you cannot view this email correctly, please click here”
If, due to design imperatives, a preheader text breaks our initial idea, we can always choose to hide it in the message once it is opened. We can do it like this: Note: In the text color we have to put the background color where it is located. Or like this: The number of characters in the preheader that each email client shows is different, so we must adjust the copy to a solution that is useful for all options. We should not give too much responsibility to the preheader, since there are email clients that will not show it, but we should take advantage of the opportunity in those cases where it can add impact. In addition, the preheader text can work in different ways … creatively interacting with the subject, intriguing about the content of the message, adopting a more informative role in the case of non-descriptive subjects… We can test different uses of the preheader to obtain information about which ones can work best.