What is a preheader, and how should it be used?

• A. The preheader is a legal requirement.
• B. A separate email that accompanies the main message.
• C. A tool to track click-throughs.
• D. The snippet text shown in inbox previews; should complement the subject line to boost opens.

Answer: (D)

A preheader is the snippet text that appears in inbox previews after the subject line. Its job is to give recipients a quick hint about what’s inside the email and to reinforce or expand on the subject line so the message feels more valuable and worth opening. Use it to add context, highlight a benefit, or set expectations about the content, rather than duplicating the subject line. Keep it concise and engaging, typically 40–100 characters, and tailor it for mobile views since many people skim on phones. Testing different preheaders helps you discover which wording most boosts open rates.