Email Marketing Term
What is Preheader Text?
The preview text that appears after the subject line in email clients, providing additional context.
Preheader text (also called preview text or snippet) is the secondary line of text visible in the inbox before opening an email. It's prime real estate that many marketers waste.
If you don't set a preheader, email clients pull the first text from your email body - often "View in browser" or "Unsubscribe" links, which wastes the opportunity.
Effective preheaders complement the subject line rather than repeat it. They can add urgency, specificity, or a secondary benefit. Together, subject line and preheader form a one-two punch for opens.
Examples
- Subject: "Your order is confirmed" → Preheader: "Delivery expected Thursday"
- Subject: "Flash sale starts now" → Preheader: "Up to 70% off, today only"
Tips for Preheader Text
- ✓Always set a custom preheader - never leave it blank
- ✓Keep preheaders 40-130 characters
- ✓Use preheader to add info, not repeat subject line
- ✓Test preheader variations alongside subject lines
Related Terms
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