Overview
The preheader is the second piece of text a subscriber reads before deciding to open. It has three strategic functions: it can complete the subject line's thought, add a second compelling reason to open, or preview the email's most valuable content. Most brands use their preheader to repeat the subject line, waste it on "View in browser," or leave it blank — none of which is a strategy.
The Email Preheader Text A/B Test builds tests around the three preheader functions to determine which strategic approach drives opens for this specific audience and campaign type — with subject lines held constant so the preheader signal is clean.
What you get: - Preheader function audit: what the current preheader is doing and whether it is working against the subject line - Three function-specific variants with mechanism rationale - Subject line + preheader coordination guide: how each variant pairs with the subject line - Mobile vs. desktop character count optimization: how preview text renders across clients - Open rate attribution protocol: isolating preheader effect from subject line effect
Built for: email marketers and copywriters wanting to extract more performance from the two-line inbox unit.