What is Email Preheader Text as Well as Tips for Using it in Your Marketing

Read Time: 2 minutes

Every element of an email campaign plays a crucial role in capturing the audience’s attention. While subject lines are widely recognized as essential, another often overlooked element can significantly impact email open rates: the preheader text.

Understanding Email Preheader Text

Email preheader text, also known as a preview text or snippet, is the brief snippet of text that appears below the subject line in an email preview. This text provides recipients with a sneak peek into the content of the email, enticing them to open and engage with the message.


  1. Increased Open Rates: A compelling preheader can complement a subject line, boosting curiosity and encouraging users to open the email.
  2. Enhanced Mobile Experience: As mobile usage continues to rise, preheaders become crucial since they are often visible even before the subject line on mobile devices.

Tips for Utilizing Email Preheader Text Effectively

1. Craft Concise and Engaging Content:

Keep the preheader text short, sweet, and attention-grabbing. Aim to summarize the email content or provide additional information that complements the subject line.

2. Use a Call-to-Action (CTA):

Incorporate a subtle call-to-action in the preheader to prompt recipients to open the email. Make it clear what value they will gain by clicking through.

3. Personalization Matters:

Leverage personalization to make your emails more relevant. Include recipient’s names or use dynamic content to tailor preheaders based on their preferences.

4. Test Different Approaches:

Experiment with different preheader text strategies to identify what resonates best with your audience. A/B testing can help determine the most effective wording and length.

5. Avoid Redundancy:

Ensure that the preheader text complements the subject line rather than duplicating it. Redundant information can decrease the impact of both elements.

6. Mind the Character Limit:

Different email clients may display varying character counts for preheaders. Aim for a concise message that fits within the majority of platforms to maximize visibility.

7. Highlight Offers and Incentives:

If your email contains special offers, discounts, or exclusive content, tease these in the preheader to entice users to open and explore further.

Email preheader text is a powerful yet often underutilized tool in email marketing. By strategically crafting compelling and concise preheaders, marketers can significantly improve open rates and user engagement. As the digital landscape continues to evolve, staying attentive to every detail, including the often-neglected preheader text, can make a substantial difference in the success of your email campaigns.

For further insights into email marketing best practices, refer to industry experts such as HubSpot, Mailchimp, and Campaign Monitor.

Remember, mastering the art of email preheader text is a continuous process of refinement. Stay curious, stay creative, and watch your email marketing efforts thrive.

Was this article helpful?
Translate »