Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

Peggy Hatch is a senior advisor at NAPCO Media. A direct mail copywriter, she co-founded Who’s Mailing What! with her husband Denny Hatch. Her previous position at NAPCO Media was Group President for the Target Marketing Group.

The universal challenge for marketers is getting the email opened! Obviously, the "From" line, "Subject" line, and testing were major topics of conversation. However, we also discussed something that, until a few months ago, was new to me — the all-important "preheader." The preheader is the small line of text that appears above the html image on the email and shows up as the lead-in on your smartphone or tablet.

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