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Write effective preheaders
The preview text after your subject line is prime inbox real estate - here is how to use it well.
A preheader - or preview text - is the short snippet that appears after your subject line in inboxes like Gmail and Outlook. It's one of the first things a recipient sees, so it's a real influence on whether they open your email. This guide covers writing a good one.
Add a preheader
- Open the email designer.
- Click Settings on the right, and find Metadata, then email details.
- Type your preheader. If your content's ready, click the magic wand to generate ideas with AI - reload for more, and pick a tone (see Create email preheaders with AI).
- Save the one you want.
What makes a good preheader
- Keep it short - aim for 35-90 characters so it isn't cut off.
- Complement the subject line - expand on it, don't repeat it.
- Spark curiosity or urgency - give a reason to open.
- Use active language - verbs that invite a click.
- Put the important part first - in case it's truncated.
Examples
- Subject: "New products just arrived!" - Preheader: "Shop the latest collection before it sells out"
- Subject: "Your cart is waiting" - Preheader: "Complete your purchase and save 15%"
- Subject: "Weekly newsletter" - Preheader: "Industry insights, tips and exclusive offers inside"
Troubleshooting
Preheader too long - keep it under about 90 characters, lead with the key information, and check where different clients truncate.
Email-client quirks - some older clients don't support preheaders, and Gmail may pull in extra text if yours is very short. Test across the major clients before sending.
A strong preheader works hand in hand with a strong subject line and lifts your open rates. Need a hand? Open a support ticket.