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Think about your pre-header text as a continuation of your subject line. Use it to expand on your subject line and dial up the curiosity and emotion that is already associated with the subject line. Radley London, a designer leather handbag retailer, created a cart abandonment email campaign and recovered 7.9% of lost sales. They’ve even thrown some personality into the mix by saying things like, “Customer service is our middle name.”  INTENDED AUDIENCE: Digital Marketing Add a section with the header “In this whitepaper, you’ll discover:” and three bullets on the three top outcomes the subscriber wants. This will make the email more scannable for people trying to get through their inbox as fast as possible. “If we didn't get these notifications through Zapier, we’d miss important information on how patient funding is going. 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