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Writing effective subjects and preheaders

Your subject line and preheader text are the first things recipients see in their inbox. Together, they determine whether your email gets opened or ignored. In Sendigram, you can set both when creating a campaign.

1. What Is a Subject Line?

  • The subject line is the headline of your email.
  • It appears bold in most inboxes.
  • Its goal is to capture attention and encourage an open.

Example:

  • Subject: "Exclusive offer: 20% off for VIPs"

2. What Is a Preheader?

  • The preheader is the short text snippet that follows the subject in most inboxes.
  • It acts as a second chance to convince the reader to open.
  • If not set, inboxes may show the first line of your email instead.

Example:

  • Preheader: "Your exclusive discount is waiting inside — don't miss it!"

3. Best Practices for Subject Lines

  • Keep it short (40–50 characters max).
  • Be clear — recipients should know what the email is about.
  • Personalize with names or data (e.g., "Hi {{First Name}}, your monthly report is ready").
  • Create urgency (e.g., "Last chance today").
  • Use numbers or offers to stand out (e.g., "Save 25% this weekend").
  • Avoid spammy words ("FREE!!!," "Act now," "Guaranteed").

4. Best Practices for Preheaders

  • Expand on the subject — don't just repeat it.
  • Provide context or a teaser (e.g., "See what's new in your account this week").
  • Keep it concise (50–90 characters).
  • Use action-oriented language ("Discover," "Claim," "Start").
  • Test variations — sometimes subtle changes impact open rates.

5. How to Set Them in Sendigram

  1. Open your campaign and go to the General block of the Campaign Card.
  2. Enter your subject line in the required field.
  3. Add your preheader text in the optional field.
  4. Save and preview your campaign.

6. Testing Subject & Preheader Effectiveness

  • Send test emails to yourself and check how they appear in Gmail, Outlook, and mobile inboxes.
  • Run A/B tests with different subject lines to see which performs better.
  • Review open rate reports after sending to learn what works best for your audience.
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