The ideal use of preheader is to cut away some of the chaff in the head of the email - text about logging in, account info, etc. They are tough to consistently

The ideal use of preheader is to cut away some of the chaff in the head of the email - text about logging in, account info, etc. They are tough to consistently plan for as each email client chooses a different length of text to preview. We've tested some pretty funky attention-grabbing ones, but nothing as blatantly exploitative as these. I really only see this kind of stuff coming in donation emails - I suspect recipients are more forgiving of it when it comes from a non-profit.