What is the pre-header and why is it important?

The pre-header has a lot of influence on the opening rate. In this article we explain what the preheader is and how important it is.

What is the Pre-header?

The Pre-header is the text that follows the Subject Line when the Email is viewed.

Its function is to complete the subject line of the Email in a certain way, with the aim of attracting the recipient to open it.

Influence of the Preheader on the Open Rate

The pre-header is what will decide whether the customer will open your Email or not and, consequently, will affect your Open Rate.

If you manage to grab your audience's attention with the pre-header and thus get your business's Emails opened, you'll have a very positive impact on your Open Rate.

Here you can access an article with suggestions related to the first two lines of the Email: the subject line and the pre-header.

If you have any questions, you can contact our team by email: [email protected] or via the live chat available on Closum.

Updated on: 08/07/2025