Preheader Text: What It Is & How to Use It

Definition

Preheader text, also known as preview text, is the short snippet of text that appears immediately after the email subject line in most email clients and mobile devices. This secondary line serves as a complement to the subject line, providing recipients with additional context about the email content to help them decide whether to open the message. When left unset, email clients typically display the first few lines of the email body, which can result in showing unsubscribe links or placeholder text.

Common Use Cases

Extending limited subject line space with additional offer details or deadlines

Adding a secondary call-to-action or teaser to encourage opens

Providing personalization elements like recipient name or location

Highlighting time-sensitive information such as sale end dates or event times

Including social proof elements like customer counts or ratings

Creating curiosity gaps that compel recipients to open for more information

Summarizing newsletter contents or featured articles

Reinforcing promotional codes or discount percentages mentioned in subject lines

Why Preheader Text Matters

Preheader text significantly impacts email open rates by providing a second opportunity to capture recipient attention in crowded inboxes. Studies show that emails with optimized preheader text can see open rate increases of 5-30% compared to those with default or missing preheaders. In an inbox where recipients make split-second decisions about which emails to open, preheader text serves as valuable real estate for conveying your message's value proposition. On mobile devices, where over 60% of emails are now opened, preheader text becomes even more critical. Mobile email clients often display more preheader text than subject line text, making it a primary element in the recipient's decision-making process. A compelling preheader can be the difference between an open and a delete, especially when your subject line is truncated on smaller screens. Beyond open rates, preheader text contributes to overall email deliverability and sender reputation. Emails that generate higher engagement signal to email providers that your messages are wanted, which can improve inbox placement for future campaigns. Additionally, professional-looking preheader text builds trust with recipients and reinforces your brand's attention to detail.

How Preheader Text Works

Preheader text functions as a hidden or semi-hidden element in your email that email clients extract and display alongside the subject line. When you compose an email, you can specify the preheader text in your email template or marketing platform settings. The text is typically added as a hidden HTML element at the very beginning of the email body, using CSS styling to make it invisible when the email is opened but visible in inbox previews. Different email clients display varying amounts of preheader text, typically ranging from 35 to 140 characters depending on the device and client. Desktop clients like Gmail and Outlook generally show more text than mobile apps. If you don't explicitly set preheader text, email clients will automatically pull content from the beginning of your email body, which often results in showing navigation elements, view in browser links, or other unintended content. Most modern email marketing platforms like Mailchimp, HubSpot, and Campaign Monitor provide dedicated preheader text fields in their editors. When using custom HTML templates, preheader text is typically inserted immediately after the opening body tag using a span or div element with display:none styling or by using a technique that positions the text off-screen.

Best Practices

Keep preheader text between 40-130 characters to ensure visibility across all email clients

Avoid repeating the subject line verbatim; use the preheader to add new information

Include a clear call-to-action or benefit statement that complements the subject line

Test preheader text across multiple email clients and devices before sending

Use personalization tokens when available to increase relevance and engagement

Add whitespace characters after your preheader to prevent email body content from appearing

A/B test different preheader approaches to identify what resonates with your audience

Ensure preheader text is relevant to the email content to maintain trust with recipients

Frequently Asked Questions

What is the ideal length for preheader text?

The ideal preheader text length is between 40-130 characters. While some desktop email clients can display up to 140 characters, mobile clients typically show 40-75 characters. To ensure your key message is visible across all devices, front-load the most important information within the first 50 characters.

What happens if I don't set preheader text?

If you don't set preheader text, email clients will automatically display the first visible text from your email body. This often results in showing unintended content like View in browser links, unsubscribe text, or image alt text, which can appear unprofessional and reduce open rates.

Can preheader text be personalized?

Yes, most email marketing platforms support personalization in preheader text using merge tags or dynamic content. You can include the recipient's name, company, location, or other custom fields to make the preheader more relevant and engaging, which typically increases open rates.

Should preheader text match the subject line?

No, preheader text should complement the subject line rather than repeat it. Use the preheader to add additional context, benefits, or urgency that couldn't fit in the subject line. Think of the subject line and preheader as a team working together to encourage opens.

Preheader text

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