What is preheader optimization and why does it matter?

Preheader optimization is the deliberate crafting of preview text to maximize opens and engagement. Rather than leaving this space to chance (where clients pull whatever text appears first in your email), you write specific copy designed to complement your subject line and compel recipients to open.

Why it matters: the preheader is prime inbox real estate-40-100 characters of additional persuasion space visible before anyone opens. Studies consistently show optimized preheaders improve open rates by 5-15%. That's significant lift from text you're including anyway.

The preheader is your subject line's wingman. Together they form a one-two punch: subject hooks attention, preheader closes the sale on the open. Test different approaches-teasers, summaries, urgency, benefits-to find what resonates with your audience. Never leave preheader to default; that's leaving money on the table.