Email design
What Is a Preheader? How to Write Email Preview Text
· 2 min read
The preheader, also called preview text, is the short line of text shown next to or under your subject line in the inbox. It is free space to persuade people to open.
Where it appears
Most inboxes show the subject line followed by a snippet of the email. If you do not set a preheader, the app picks the first text it finds, which is often "View in browser" or a menu link. That wastes your best chance to add context.
How long should it be?
It varies by app and screen size, and often only a limited number of characters are visible. Put the important part first, and aim for roughly 40 to 90 characters.
How to write a good one
- Add new information instead of repeating the subject line.
- Support the subject line: if the subject asks a question, the preheader can hint at the answer.
- Skip filler like "Having trouble viewing this email?".
- Keep it honest and consistent with what is in the email.
Examples
- Subject: "Your welcome guide is inside". Preheader: "Three quick steps to get set up in five minutes."
- Subject: "Your 20% code expires Sunday". Preheader: "Use it on anything in the shop, no minimum."
How to set it in our builder
Open Email settings in the newsletter builder and fill in the Preheader text. The builder hides it in the email and adds padding so no other text leaks into the preview.