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What is a preheader or email preheader?

A preheader, which is also referred to as an email preheader, is the string of text that follows the subject line when an email is previewed. This is often the first line of the email, but it can be embedded in the HTML so that it does not appear in the body of the email. 

An effective preheader grabs readers' attention and draws them into the message.

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