Jon Powell says, “Earlier this year I reached out to a friend of mine who manages training with the Salesforce Marketing Cloud (previously known as ExactTarget) to get a sense of what questions everyday marketers were having concerning email.

“Preheaders,” was her quick response. Specifically on “using a preheader, not using a pre-header — what should be in the preheader.”

Just in case you’re not familiar with a preheader, it is the line of preview text you find below the subject line on mobile device email apps and even in the Outlook preview pane”.

Email Preheaders Tested: The surprising sensitivity of a single line of text

MarketingExperiments Blog

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