Leverage the mysterious subject position in email


If you have subscribed to AppSumo.  You might be receiving their emails. If you have noticed there is a TLDR section along with the subject.

However, if you open the email there no such text you will find inside content.

Preheader (teaser text) in App Sumo Email

This is called PreHeader or Teaser Text. It is displayed immediately after the subject line if you use HTML template for email. This is how it is displayed in mobile. 


You can see it shows a preview of your email. and the customer can make a decision about whether to click or not, hence directly affecting the open rate. Many marketing and promotional emails miss this opportunity because they don't know what is it called.

Here are some examples of preheaders that you should consider to use.

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