Notify me on Messenger
10 min

Update: Check out how easy it is to customize the preheader text in MailUp (version 8.8.3)

The preheader is text that email clients show next to the email subject line. As an extension of the subject line, it can provide a preview of what your email is about to your recipients, and therefore can impact the Open Rate.

An extension of the subject line

Preheader in email

Hiding the preheader

The issue with having a good preheader is that that same text may not be what you want at the top of the message once the message has been opened. So in a blog post earlier this year we suggested using the following code to hide the preheader when the message is opened.

<div style=”display: none !important; mso-hide:all;”>This is a great newsletter that you can’t miss!</div>

There are other ways to hide the text, such as by setting its color equal to the background color. However, setting the FONT color to match the background color is not ideal:

  • Setting the text as transparent or quasi-transparent can trigger a red flag in a SPAM filter. For example, Spam Assassin has a specific rule for “low contrast font“.
  • Setting the text to be equal to the background color is not a Web design best practice, and you likely have a Web version of your message, linked to from other Web pages.
  • You have to change the code every time the background color changes.

The Microsoft issue

The second portion of the code mentioned above (mso-hide:all) deals with Microsoft Outlook, hiding the text in the Outlook email client. Without using that piece of code, the preheader will show in Outlook.

The problem is that some HTML editors “clean up” non-standard HTML (and that tag belongs to the category), removing the code.

The solution

The solution is to move that code to the head section of the page creating a CSS class, and then using the class in the BODY of the message.

So, in the HEAD section of the page you will have:

<style>
.preHeaderHide {display: none !important; mso-hide:all !important;}
</style>

And then in the BODY of the message:

<div class=”preHeaderHide” style=”display: none !important;”>This is a great newsletter that you can’t miss!</div>

… which invokes the CSS class to take care of MS Outlook, and still includes inline CSS for Gmail and other email clients that want inline CSS.

If you see any problems with this approach, let us know in the comments!

P.S.: see our initial post on using the preheader >

Liked this article? We have plenty more in store for you.

Subscribe to get news, tips and updates delivered to your inbox.

Read also

How to personalize your emails: dynamic fields, images and contents

In addition to segmentation and automation, there is a set of techniques and tools for sending messages in line with the characteristics of each contact. ...

Read more

4 Steps To More Relevant Email Profiling

A complete guide to developing an organic profiling cycle: from the collection of different data clusters (personal data relating to interests and behaviors) to segmentation, ...

Read more

How To Use Emojis In Email Subject Lines

From emojis for branding emails to those that are more evocative, we'll look at the potential of these small but effective graphic elements that can ...

Read more

5 Killer Ways To Boost Email Conversion Rates

From micro-conversions to the top requirements for an effective call to action, we explore the ins and outs of email marketing's most closely tracked, yet ...

Read more

Which Email Layout Is The Best?

How do you choose the best email layouts for your campaigns? Here are 3 steps to follow in order to cater to recipients' habits and ...

Read more

How TAG Innovation School increases enrollment in courses using Email Automation

We asked the platform for master's programs and courses to tell us how it managed to increase enrollment thanks to automatic email workflows.  What does automation ...

Read more