Preheader Text: The Underrated Line That Boosts Opens
What preheader (preview) text is, how it works, and how to use it to get more email opens.
6 min read
The preheader - the preview text next to your subject line in most inboxes - is a small but powerful part of the open decision. Here's how to use it.
What is preheader text?
The preheader (or preview text) is the short line of text shown beside or below the subject line in email clients. It often pulls from the first text in your email unless you set it explicitly.
Why it matters
Subject line and preheader work together to earn the open. A well-written preheader completes the promise or adds urgency - and it's free real estate many marketers ignore.
How to write a good preheader
- Treat it as a second line of the subject, not a summary.
- Add information the subject line doesn't reveal.
- Keep it short - many clients show only 40-90 characters.
- Be specific and honest.
Tip
In most email platforms you can set the preview text manually. Use this to control exactly what readers see instead of leaving it to chance.