What is a pre-header?
The pre-header is usually the first thing a recipient sees when they get your e-mail and sometimes it’s the only thing they see before deciding whether to open, or delete it. That makes it a crucial hook to grab their attention.
In Gmail (and most mail clients), the inbox view shows:
The sender
The subject line
A few words from the very start of your e-mail – the pre-header
Why is it important?
You have only a few seconds to catch the reader’s interest before your mail ends up in the trash. If you waste this space, you miss a valuable opportunity.
How to write a good pre-header
✅ Keep it short, clear, and engaging
✅ Add context or tease what’s inside – spark curiosity
✅ If you have an offer, mention it here
✅ Make it complement the subject line, not repeat it
Examples of effective pre-headers
💡 Which one would make you open the mail?
Subject: Summer Sale – Up to 50% Off
Pre-header: Grab your summer favorites before they’re gone!Subject: We’re launching something brand new
Pre-header: Be the first to discover our surprise – limited stock!Subject: Your membership is about to expire
Pre-header: Renew now and get an exclusive bonus