Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

We are back for do this, not that.

And today, it's finally time we talk about preheaders.

Isn't that going to be exciting?

Yes, it is going to be exciting.

You might be listening and say, oh, I already know everything there is to know about preheaders. I'm not going to be exciting. Yes, it is going to be exciting. You might be listening and say, oh,

I already know everything there is to know about pre-headers. I'm not going to listen. Don't do that.

There's so much to pre-headers. There's new information I want to share. Now, some of you are like,

I don't know what a pre-header is. What are we talking about? So let me first break down what a pre-header is, and then the massive pitfall I want you to avoid,

and then the opportunity, the new things that you can be doing with pre-headers who absolutely crush your email marketing performance.

First off, what is a pre-header?

A pre-header goes by different names.

Some people call it the second subject line.

Some people call it the preview text.

Essentially what it is.

It's that like gray line of text that shows up underneath the subject line before you open up an email.

They call it the second subject line because it's the thing you get to read right after the subject line

before you open up an email and you say should I open up and should I not? So in the world of email,

...