Preview Text
Preview text is the inbox snippet shown after an email subject line. Learn how it works, how long it should be, and how to write better preheaders.
Preview text, also called preheader text, is the short snippet that appears next to or below an email subject line in the inbox. It gives recipients more context before they open the message.
Good preview text works like a second subject line. It does not repeat the subject. It adds a reason to open, clarifies the offer or next step, and helps the email feel relevant before the reader commits a click.
Preview text vs preheader text
People use the terms interchangeably, but there is a small difference.
Term | Meaning |
|---|---|
Preview text | The snippet shown in the inbox after the subject line |
Preheader text | The hidden or visible text near the top of the email that inboxes often use as preview text |
Subject line | The primary headline shown in the inbox |
In practice, marketers usually write a preheader so email clients have a clean preview snippet to display. If you leave it blank, inboxes may pull the first visible text from the email, which can create snippets like "View in browser" or "Logo image."
How long should preview text be?
Aim for 35 to 90 characters. Different inboxes show different lengths depending on device, app, subject-line length, and screen size.
Short preview text can work if it completes the subject. Longer preview text can work if the first words carry the point before truncation. The safest rule: put the important words first.
Inbox situation | What to do |
|---|---|
Mobile inbox | Lead with the main benefit or next step |
Long subject line | Keep preview text shorter |
Short subject line | Use preview text to add detail |
Transactional email | Clarify the action or account context |
Marketing email | Add urgency, audience fit, or proof |
Preview text examples
Welcome email
Subject: Welcome to Acme
Preview text: Start with one setup step that takes less than five minutes.
Why it works: the preview text turns a generic welcome into an action.
Onboarding email
Subject: Finish setting up your workspace
Preview text: Invite your team and send your first project update today.
Why it works: the snippet names the next activation steps.
Account verification email
Subject: Verify your email for Acme
Preview text: Confirm this address to finish creating your account.
Why it works: the preview text explains why the user received the message.
Payment confirmation email
Subject: Your Acme receipt
Preview text: Payment received for Pro plan, invoice #1048.
Why it works: the snippet gives account and billing context without opening the message.
Product update email
Subject: New: saved segments
Preview text: Build reusable audiences for launches, trials, and winbacks.
Why it works: the preview text translates a feature into use cases.
How to write better preview text
Do not repeat the subject line. If the subject is "Your receipt," the preview text should say what the receipt is for, not "Your receipt is ready."
Put important words first. Many inboxes truncate preview text. Front-load the benefit, action, or account context.
Match the email type. A receipt preview should be clear and factual. A marketing preview can create curiosity, but it still needs to be honest.
Use personalization carefully. First names can work, but account context is often stronger: workspace name, plan, product area, or action taken.
Avoid filler. "We are excited to announce" wastes the most valuable inbox space. Say what changed or what the user can do.
Test across clients. Gmail, Apple Mail, Outlook, and mobile clients display snippets differently. Check truncation before publishing high-volume sends.
Common preview text mistakes
Letting the inbox choose the snippet. This often exposes utility copy like "View online" or alt text instead of a useful message.
Repeating the subject. Repetition wastes inbox space and makes the message less useful.
Writing too long. Long preview text is not automatically bad, but the point must appear before truncation.
Overpromising. Preview text should create interest, not mislead. If the email does not deliver on the snippet, trust drops.
Ignoring transactional email. Receipts, password resets, and verification emails benefit from preview text too. The snippet can reduce confusion and support tickets.
Preview text formulas
Use these as starting points.
Action + outcome
[Action] to [outcome].
Example: Connect Stripe to track revenue emails in one place.
Context + next step
[Context]. [Next step].
Example: Your trial ends Friday. Choose a plan to keep sending.
Audience + benefit
For [audience] who want [benefit].
Example: For SaaS teams sending onboarding, receipts, and product updates.
Receipt or account context
[Event] for [plan/workspace/invoice].
Example: Payment received for Pro plan, invoice #1048.
Write and test preview text alongside the subject line, not after the email is finished. In Loops, pair preview text with templates, personalization, and example-driven workflows so every email has a clear inbox-level promise. Related reading: email template builder guide, welcome email examples, onboarding email examples, and the subject line tester.
FAQ
What is preview text in email?
Preview text is the short snippet shown next to or below the subject line in an inbox. It helps recipients understand what the email is about before they open it.
Is preview text the same as preheader text?
They are closely related. Preheader text is text placed near the top of the email, often hidden visually, that inboxes use as preview text.
How long should email preview text be?
Aim for 35 to 90 characters, and put the most important words first. Different inboxes and devices show different lengths.
Should preview text repeat the subject line?
No. Preview text should add context, a benefit, or a next step. Repeating the subject line wastes valuable inbox space.
Do transactional emails need preview text?
Yes. Verification, receipt, password reset, and account notification emails can use preview text to clarify the action, amount, account, or security context.
What happens if I leave preview text blank?
The inbox may pull the first text it finds from the email, which can lead to poor snippets like "View in browser," navigation labels, or image alt text.