What Preheader Text Is
Preheader text, also called preview text, is the short line many email apps show after or below the subject line in the inbox. It gives readers a preview of what's inside.
If you don't set it, many email apps pull the first text in your email instead, which is often something unhelpful like "View this email in your browser" or an image description.
Why It Matters
Readers decide whether to open in a glance. The subject line, sender name and preheader work together. A good preheader adds the detail the subject line had no room for, answers "why should I open this?" and makes the email look carefully prepared.
It's especially useful on phones, where the subject line is short and the preview text takes up more of the visible space.
How Long Should It Be?
The space available varies by email app, device and subject line length. Guidance from different sources ranges widely, but a common target is around 40 to 100 characters, with the most important words first.
Write a complete thought that still makes sense if it's cut off early. If your email app supports it, preview the email on phone and desktop before sending.
How to Write It
- Complement, don't repeat. If the subject says "Your spring garden checklist," the preheader might say "Twelve jobs to do before the last frost."
- Add a benefit or detail the subject line didn't have room for.
- Lead with the key words in case the preview is short.
- Match the email content so readers aren't disappointed.
- Keep the tone consistent with your subject line and brand.
Subject Line and Preheader Pairs
| Email type | Subject line | Preheader |
|---|---|---|
| Welcome | Your checklist is here | Plus the one tip we'd start with today |
| Newsletter | 5 ways to cut your grocery bill | Number three takes two minutes a week |
| Promotion | New: the spring collection | Lighter fabrics, fresh colors, free shipping this week |
| Event | You're invited: Thursday's workshop | 45 minutes, live Q&A, replay for everyone who registers |
| Cart reminder | You left something in your cart | Your items are saved and ready when you are |
| Re-engagement | Still want to hear from us? | Click once to stay, or we'll stop emailing you |
Common Mistakes
- Leaving it blank, so the app shows "View in browser" or alt text.
- Repeating the subject line word for word.
- Writing too much, so the key point is cut off.
- Promising something the email doesn't deliver.
- Hiding unrelated keywords in the preheader, which looks spammy.
Setting Preheader Text in AWeber
AWeber's email editor lets you set preview text for each message alongside the subject line. Write them together so they read as a pair, then send a test to yourself to see how they appear on your phone.
See AWeber tutorial for a walkthrough of creating your first email.
Write subject lines and preview text together in AWeber's editor, with AI help if you want it.
Try AWeber FreeSet preview text, test subject lines and design mobile-friendly emails with AWeber, starting free.
Preheader Text FAQs
What is preheader text in an email?
The short preview line shown after the subject line in many inboxes.
How long should preheader text be?
Around 40 to 100 characters is a common target, with key words first.
What happens if I don't set preheader text?
Many email apps show the first text in your email instead, which may not be helpful.
Should preheader text repeat the subject line?
No. Use it to add detail or a second reason to open.