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The Power of Preheader Text in Email

Don’t overlook the inbox preview line — it could make or break your open rates.

What Is Preheader Text?

Preheader text is the short line of text that shows up next to or below your email subject line in most inboxes.
It’s often pulled from the top of your email content, but smart email marketers customize it for better results.

Think of it as your “second subject line.” It builds curiosity, adds value, and encourages opens.

Example:

  • Subject: Don’t Miss Our Biggest Sale of the Year!
  • Preheader: Save up to 50% on your favorite products—shop before it’s gone!

Why It Matters

  • ✅ Boosts Open Rates: Adds extra motivation to click.
  • ✅ Provides Context: Clarifies what’s inside.
  • ✅ Improves Accessibility: Screen readers often read it first.
  • ✅ Mobile-Friendly: Helps you stand out in crowded inboxes.

How to Add Preheader Text in HTML

Add this at the top of your email:

<!-- Preheader Text -->
<div style="display: none; max-height: 0; overflow: hidden; font-size: 1px; color: #fff; line-height: 1px;" aria-hidden="true">
  Save 20% today only. Free shipping included!
</div>

Why it works: This makes the text invisible in the email body but visible in inbox previews.

Preheader Best Practices

  • ✅ Keep it short: 40–100 characters is ideal.
  • ✅ Expand on your subject line: Don’t repeat it—add depth or urgency.
  • ✅ Include a CTA: “Shop now,” “Learn more,” “See what’s inside.”
  • ✅ Think mobile-first: Write for small screens and busy users.

Real-World Preheader Examples That Work

🛍 E-commerce

  • Subject: Flash Sale: 24 Hours Only
  • Preheader: Save up to 60%—limited time, don’t miss out!

📰 Newsletter

  • Subject: Your Weekly Dose of Inspiration
  • Preheader: Tips, trends, and stories to fuel your creativity.

🎤 Webinar

  • Subject: You’re Invited: Free Industry Webinar
  • Preheader: Learn from top experts—register your spot now.

📦 Order Confirmation

  • Subject: Your Order Is Confirmed
  • Preheader: Track your shipment and see estimated delivery times.

⚠️ Common Mistakes to Avoid

  • ❌ Leaving it blank (don’t let clients pull in random text).
  • ❌ Repeating the subject line.
  • ❌ Using outdated or generic content like “View in browser.”
  • ❌ Writing too long or being too vague.

Final Takeaway

Preheader text might look small, but it can deliver big results. When done right, it can increase opens, reduce spam complaints, and make your emails more accessible and user-friendly.

Pro Tip: Use tools like Litmus or Email on Acid to preview your emails and check how your preheaders display across devices.