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:

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.