From fields and subject lines are not the only information your recipients’ see in their inboxes. Pre-header text provides additional information that helps clue the recipient in on what to expect within the email. Real Magnet has added pre-header text functionality to messages, giving marketers another tool to help grab readers’ attention as they decide whether or not to open a message.

Pre-header text usually displays the first line of body text directly behind the subject line in the recipient’s inbox. By using Real Magnet’s pre-header text functionality you can now customize this text.

Pre-header text (highlighted above) in Gmail inbox


Why use Pre-header Text

There are many ways that marketers can utilize pre-header text to improve their open rates on messages. Here are a few examples:

  • Extend the Subject Line. If you are prone to lengthy subject lines, consider a shorter subject line and use the pre-header text as a sub-head to provide more information on the topic.
  • Calls to Action and Special Deals. If you are including special offers in your subject line, email SPAM filters might flag your message and prevent it from being delivered. Avoid this issue by using a more generic subject line and putting your special offer in the pre-header text.
  • Make Your Messages Personal. Using personalization in your pre-header text is a great way to entice readers who may have otherwise been turned off by your message.
  • Show Some Personality. Make your email stand out in a crowded inbox, and show that your brand has a sense of humor, by adding an emoji in your pre-header text. Email subject lines themselves do not support these special characters.

Pre-header Text Character Limitations 

Due to the range of pre-header text character limits among email clients, we recommend keeping your pre-header text to 75 characters or less. The length of your subject line may also negatively affect the amount of pre-header text displayed in your recipients’ inboxes, so keep both your subject lines and pre-header text as brief as you can. It’s also a good idea to keep the most important information in your pre-header as close to the beginning as possible – and, remember to test your message and pre-header text before sending.

Setting Up Pre-header Text in Real Magnet

Real Magnet’s pre-header text feature is an Admin permission that must be activated by Real Magnet Support.

Once the feature has been activated, you will be able to see the Pre-header Text field on the Send page (image below). Simply type in the pre-header text you want to display in your recipients’ inboxes.

Real Magnet Send Page showing pre-header text field

Want to learn more? If you are interested in using this feature, reach out to Real Magnet Support at:

Support@RealMagnet.com or (301) 652-5074.