Preview Text (or Preheader Text)
Preview text (or pre-header text) is the short snippet of text that appears next to or below the subject line in an email inbox, offering a brief preview of the email's content.
Preview text is the short snippet beside the subject line that previews the email and encourages opens.
Definition and examples
Preview text (also called pre-header text) is the short snippet of text that appears next to or below the subject line in an email inbox, offering a brief preview of the email's content. This secondary line of text provides recipients with additional context about the email before they decide whether to open it. Most email clients automatically pull the first line of text from your email content as preview text. However, smart marketers intentionally craft this text to work alongside the subject line to maximize open rates.
Why it matters
It matters because preview text works with the subject line to win the open. When it adds context instead of repeating the subject, the message is easier to trust and easier to choose.
How preview text works
Different inboxes show different amounts of preview text. Gmail tends to show less on mobile than on desktop, Apple Mail varies by device, Outlook is often shorter, and Yahoo usually shows a bit more. That is why good preview text needs to make sense even when it gets cut off.
Best practices for preview text
A safe default is to write preview text in the 40 to 90 character range, make the first few words count, and test across major clients. The goal is not maximum length. It is a short line that works with the subject line and still reads well on mobile.
Related terms
Key takeaways
Preview text is a powerful but often overlooked tool for improving email open rates
Always set intentional preview text rather than letting email clients pull random content
Keep preview text concise (40-90 characters) while providing meaningful value