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

4 ways to segment subscribers and send better emails

A regular email blast every week won’t get you 40x better results than social media. Let's look at 4 different ways to segment subscribers so ...

Read more

Two Must-Have Tools to Customize Emails

Imagine sending emails that are automatically composed with content that best matches each recipient. It's easy: let's take a look at two customization features you ...

Read more

Segmentation + Personalisation + Automation: you can do everything with the Filters

Let's look at the activities which can be performed with them to take your Email Marketing strategy to an advanced level. Our launch post promised you ...

Read more

Deliverability: the MailUp Story

Email design, automation, and segmentation? The main factor guaranteeing a successful Email Marketing campaign may also be the most underestimated. Let's talk about deliverability. We'll ...

Read more

9 Content Attributes That Damage Your Email Marketing

Whether you create your own marketing emails as an eCommerce website owner or work to better your clients’ businesses through email marketing, creating the perfect ...

Read more

Case Study | How Walmart Argentina Boosts the Effectiveness of Automated, Customized Campaigns

We asked Walmart how it enriched the shopping experience through a series of automated and profiled campaigns for each phase of the customer relationship. Walmart Argentina sought ...

Read more