Preheader text in Zoho Campaigns is the short snippet of text that email clients display in the inbox view beneath or beside the subject line, giving recipients a preview of the email content before opening. It is sometimes called the preview text or snippet text.
The preheader is essentially a second subject line. Research shows that subject line and preheader together influence around 50% of open rate outcomes. An effective preheader extends the message of the subject line rather than repeating it — giving an additional reason to open the email.
Set the preheader text explicitly in Zoho Campaigns’ campaign settings. If not set, the email client will pull the first visible text from the email body, which may be navigation links, image alt text, or legal disclaimers — all poor preheader substitutes. Always set it intentionally.
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