The pre-header in your email is a great way to further emphasize your primary promotion, allow subscribers to view the online version, or include other key copy. For emails that have a higher image to text ratio, the pre-header plays a more important role as it may be the primary copy your subscribers see when they have images disabled by default.

Often times, email marketers have the default pre-header inviting subscribers to view the online version. This is definitely better than nothings, but we would recommend testing additional pre-headers to see how it affects engagements.

In many cases, we see the pre-header attract a significant ratio of click activity. As always, we recommend to test and monitor to discover what works best for you.