Preheader text: another way to get your fundraising emails opened

Are you paying attention to what recipients see in their email inbox? If you are, you’re thinking about the preheader text. It’s extra text that shows up in many email programs after the subject line, often in a smaller or lighter-colored font.

Done right, it can improve open rates.

Often, it’s some kind of meta-data gobbledygook. Or the first few words of the message. Here’s one from my inbox:

Kivapreheader

This one isn’t doing itself any good. But you can control what the reader sees in the preheader.

Here are some ways to make it work, from The Emma Blog, at 9 ways smart email marketers are using preheader text:


  1. Tease the content of your email.
  2. Provide a strong call-to-action.
  3. Elaborate on the subject line.
  4. Write a personal message.
  5. Give an incentive to open.
  6. Repeating yourself is repetitive.
  7. Keep it short. (75 characters at most)
  8. A/B test.
  9. Include an emoji.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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