Email types & metrics
Preheader text
The short preview line most inboxes show after the subject line. It’s taken from the first text in the email, so if you don’t set it deliberately, readers see whatever comes first.
Why it matters
The subject, sender name and preheader are everything a reader sees before deciding whether to open. A good preheader extends the subject line. A forgotten one shows "View this email in your browser" or a stray image caption.
How to set it
Put a short line of text at the very top of the email body, often hidden visually with CSS so it only appears in the inbox preview. Most clients show between 40 and 100 characters.
Writing a good preheader
- Add information rather than repeating the subject.
- Put the most important words first, since phones show less.
- Keep it honest. A misleading preview increases complaints.
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Full glossaryEmail types & metrics
Open rate
The share of delivered emails recorded as opened. Increasingly imprecise due to privacy features that pre-fetch images regardless of a real open.
Email types & metrics
Marketing email
Email sent to promote something — a product update, offer, or newsletter — typically requiring recipient consent and a working unsubscribe mechanism.
Email types & metrics
Click-through rate (CTR)
The share of delivered emails that received at least one click on a tracked link — a stronger engagement signal than open rate.