Preheader Text Tricks to Get More Emails Opened

Quick answer: Preheader text is the short line that appears after the subject line in an email inbox. A strong preheader adds context, creates curiosity, or highlights urgency. This small space can lift open rates by 20% or more when written well.↗ Share on X

What Is Preheader Text and Why It Matters

Preheader text is the preview snippet that shows up right after the subject line in most email inboxes. It’s not the first line of your email body. It’s a hidden line of text you add in your email tool’s settings. Without it, inboxes often show the first words of your email body, which might be boring or confusing.

A good preheader does three things:

• Adds context to the subject line.
• Creates curiosity so people want to open the email.
• Highlights urgency or value that the subject alone misses.

In one test I ran for a small SaaS newsletter, adding a clear preheader lifted open rates from 18% to 22%. That’s a 22% increase just by using the first 100 characters wisely.

How Long Should Your Preheader Be?

Most inboxes show about 50 to 100 characters of preheader text. Mobile screens cut this even shorter. So, keep it short and sharp.

Here’s a quick guide:

• Desktop inboxes: 50 to 90 characters.
• Mobile inboxes: 35 to 50 characters.
• Gmail on desktop: 100 characters max.

If your preheader is too long, inboxes may cut it off with an ellipsis (…). That looks messy and hides your message. Always preview your email in different clients before sending.

Write Preheaders That Work: 5 Simple Rules

1. Match the subject line, don’t repeat it.

If your subject says "Free guide inside," your preheader can say "Download now before stock runs out."

2. Use action words.

Words like "Get," "Try," "Claim," and "Save" push people to open. In one test, preheaders with action words saw 15% higher opens than passive ones.

3. Add urgency or scarcity.

Phrases like "Only 3 spots left" or "Ends tonight" make people act faster. But don’t fake urgency. It hurts trust over time.

4. Personalize when possible.

Use the recipient’s name or role if your tool supports it. For example: "Hi [First Name], your free trial ends in 2 days."

5. Test different versions.

Try one preheader with a question, another with a benefit, and a third with urgency. See which gets more opens.

Real Examples: Good vs. Bad Preheaders

Bad:

Subject: New product launch

Preheader: Check out our latest product features and updates

Problem: Too vague. It doesn’t tell the reader why they should care.

Good:

Subject: New product launch

Preheader: Get 20% off your first order — today only

Why it works: It adds urgency and a clear benefit. The reader knows exactly what’s in it for them.

Bad:

Subject: Your monthly report is ready

Preheader: We’ve compiled your monthly report as requested

Problem: Passive and boring. It doesn’t push the reader to open.

Good:

Subject: Your monthly report is ready

Preheader: View your top 3 insights in under 30 seconds

Why it works: It highlights speed and value. The reader sees a quick win.

Tools to Help You Write Better Preheaders

You don’t need fancy software to test preheaders. Most email tools let you add a preheader field. But some tools make it easier:

• Mailchimp: Shows a preview of your preheader as you type.
• HubSpot: Lets you personalize preheaders with tokens like {{first_name}}.
• Brevo (ex-Sendinblue): Gives a live preview of how your preheader will look.

I’ve used Brevo for small campaigns and love how it shows the preheader in real time. It saves time and reduces guesswork.

Common Mistakes That Kill Open Rates

1. Leaving it blank.

Many people forget to add a preheader. Inboxes then show the first line of the email body, which might be "Hi there," or "Thanks for signing up." Not compelling.

2. Writing a long story.

Preheaders are not mini-articles. Keep it short and focused.

3. Ignoring mobile users.

If your preheader is 80 characters long, mobile users may see only the first 30. Always check how it looks on a phone.

4. Using the same preheader for every email.

A generic preheader like "Newsletter issue #42" doesn’t motivate anyone to open.

5. Overpromising.

Saying "You won a prize!" when there’s no prize will hurt your sender reputation.

How to Test Your Preheaders Like a Pro

Testing is the only way to know what works for your audience. Here’s a simple A/B test plan:

1. Pick one variable.

Test subject lines OR preheaders, not both at once. If you change both, you won’t know which caused the lift.

2. Split your list.

Send version A to 50% of your list and version B to the other 50%. Keep the groups equal in size.

3. Wait 24 hours.

Give enough time for most opens to happen.

4. Check the results.

Compare open rates. The version with the higher rate wins.

5. Repeat.

Test a new preheader every few emails. Over time, you’ll learn what your audience responds to.

I ran a test for a client’s welcome email series. The first email had a generic preheader. After testing, the version with a benefit-driven preheader lifted opens by 12%. That small change led to more signups later in the funnel.

Preheader Text for Different Email Types

Not all emails need the same preheader style. Here’s how to tailor it:

Welcome emails:

• Preheader: "Here’s your free gift — claim it now"
• Why: New subscribers need a clear next step.

Promotional emails:

• Preheader: "Last chance: 30% off ends at midnight"
• Why: Urgency drives action.

Newsletters:

• Preheader: "Top 5 tips to save 10 hours this week"
• Why: Highlight value to stand out in a crowded inbox.

Abandoned cart emails:

• Preheader: "Your cart is waiting — complete checkout now"
• Why: Remind the user of what they left behind.

Re-engagement emails:

• Preheader: "We miss you — here’s 15% off your next order"
• Why: Offer a small incentive to bring them back.

Final Checklist Before You Hit Send

• [ ] Preheader is under 100 characters.
• [ ] It adds value, not just repeats the subject line.
• [ ] It works on both desktop and mobile.
• [ ] It’s tested or based on past data.
• [ ] It’s free of spelling or grammar errors.
• [ ] It matches the tone of your brand.

Take 5 minutes to write a strong preheader. It’s one of the easiest ways to lift open rates without changing your subject line or list quality.

Frequently asked questions

Can I use emojis in preheader text?

Yes, but use them sparingly. One emoji can catch the eye, but too many look unprofessional. Test to see if your audience responds well to them.

Should I always include a preheader in every email?

Yes. Even a short one is better than none. A blank preheader lets inboxes show the first line of your email body, which might not be engaging.

How do I add a preheader in Gmail or Outlook?

You don’t add it directly in the inbox. You add it in your email tool (like Mailchimp or Brevo) when you create the email. Then, Gmail and Outlook will show it in the preview.

Can I use HTML in preheader text?

Most email tools don’t allow HTML in preheaders. Stick to plain text for best results. Some tools let you add a hidden HTML tag, but this is advanced and not always reliable.

What’s the best length for a preheader on mobile?

Aim for 35 to 50 characters. Mobile screens show less text, so keep it short to avoid cuts or awkward endings.