The preheader is the short preview text shown after the subject line in most inboxes. If you do not set it, inboxes show the first text in your email, often “View in browser”.
Why it matters
Subject line plus preheader work together to convince people to open.
How to write it
- Add information to the subject, do not repeat it.
- Keep it around 40–90 characters; check with our character counter.
- Put the most important words first.
Examples
| Subject | Preheader |
|---|---|
| Diwali hampers are here | Order by 25 Oct for delivery anywhere in India |
| 3 GST deadlines this month | Miss one and the late fee applies. Here are the dates. |
| Your AC service is due | Book a slot this week and get 15% off |
Setting it
Most email tools have a preheader or preview text field. For custom HTML, add hidden preview text at the start of the email.
Test combinations
Check subject lines with our subject line checker, and test different preheaders in A/B tests.
Read email subject lines.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
