Understanding  Preheader Text (preview Text)

When it comes to email marketing, the preheader text (also known as preview text) is often overlooked. However, this small snippet of text can make a big difference in your email open rates and engagement. In this post, we'll explore the importance of preheader text and how you can use it to improve your email marketing campaigns.

What is Preheader Text?

Preheader text is the short summary that appears next to or below the subject line in an email inbox. It's usually 40-100 characters long and serves as a secondary headline or teaser for the content inside the email. Preheader text is visible even before an email is opened, giving subscribers a preview of what's inside.

Why is Preheader Text Important?

Preheader text can make or break your email open rates. If your subject line grabs a subscriber's attention but your preheader text falls flat, they may not be motivated enough to open the email. On the other hand, a well-crafted preheader can entice subscribers to open the email even if the subject line isn't particularly compelling.

How Can You Optimize Your Preheader Text?

  1. Keep it short and sweet: aim for no more than 100 characters.
  2. Make it relevant to the content inside the email.
  3. Use action-oriented language to encourage subscribers to open the email.
  4. Highlight a benefit or value proposition that will pique subscribers' interest.
  5. Avoid repeating information that's already in the subject line.
  6. Test different preheaders to see what works best for your audience.

Examples of Effective Preheaders

Here are some examples of effective preheaders:

  • "Get 50% off your next purchase – today only!"
  • "10 easy ways to improve your SEO strategy"
  • "You won't believe what's inside this month's newsletter"
  • "Join our community and get exclusive access to expert advice"
  • "Don't miss out – limited time offer inside!"


In the world of email marketing, every little detail counts. Preheader text may seem like a small thing, but it can have a big impact on your email open rates and engagement. By crafting compelling, relevant preheaders that entice subscribers to open your emails, you can increase your chances of success in your email marketing campaigns.


  • "Email Marketing Rules" by Chad White
  • "The Ultimate Guide to Email Marketing" by Drip
  • "Email Marketing: An Hour a Day" by Jeanniey Mullen
  • "Content Inc." by Joe Pulizzi
  • "Digital Marketing Handbook" by Robert W. Bly
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