What about pre-header text? Some marketers use these terms interchangeably, but they are actually two different things. Preview text is the text that appears in the inbox . Pre-header text is the text that appears in your email above your header area (hence its name pre-header) . extraneous_preheader Sample email with the preheader text "Forecast: Sandals all day, every day." In the past, hiding content in your emails was looked down upon and not considered good practice. The pre-header text should be visible in your email so it doesn't land in the spam folder. But as email has evolved, hidden content has become much more common and doesn't hurt your deliverability in the same way it used to. These days, visible pre-headers are much less common because they take up valuable space at the top of your email and, unless properly constructed, don't add much value to your design.
If you plan to use visible pre-header text, make sure it makes sense in your email as well as in conjunction with your subject line. If the preheader text only serves to support your subject line, don't display it in your email. You can also add hidden pre-header Image Masking Service text intended only to appear in the inbox and then include visible pre-header text that works with the design of the email. Subject : Don't let free shipping go to waste Preview text : Let's make it easier with free shipping Preheader text : YOUR FREE SHIPPING IS ABOUT TO EXPIRE preview by e-mail Sample email with different preheader text than preview text. Pre-header text: "Your free shipping is about to expire.
" Adding preview text to your email is super easy Preview text is pretty easy to add to your email. You have two options depending on what you want your preview text to say. Want to extract content from your emails? If your email design already has a visible pre-header, or if you plan to use the initial copy in your email, you won't have to do anything to add the preview text in your E-mail. Just make sure the copy you want is the first thing in your email, even above any images or links. This will prevent alt text from appearing in the preview text. You can put that copy as alt text for any image above your copy, but then you'd end up with the duplicate copy and the alt text wouldn't relate to the image, which isn't good for the image. 'accessibility.