Email Preheader Text

Email preheader text (also called preview text or snippet text) is the short summary that appears after the subject line in most email clients. This secondary text provides additional context and opportunities to convince recipients to open your email.

Why Preheader Text Matters

The preheader works with your subject line to

• Provide additional context or intrigue
• Expand on the subject line value proposition
• Improve open rates when optimized strategically
• Prevent awkward default text from appearing If you don't set preheader text intentionally, email clients pull the first text from your email body—often resulting in unprofessional previews like 'View this email in your browser' or HTML code snippets.

Best Practices

• Keep preheaders 40-100 characters (varies by device)
• Complement but don't repeat the subject line
• Create cohesive subject + preheader combinations
• Include value or curiosity to drive opens
• Use personalization when appropriate
• A/B test different approaches
• Ensure preheader is set in your email platform

Example combinations

Subject: 'Should you rebalance right now?' / Preheader: 'Markets are volatile—here's our framework for making smart decisions'

Subject: 'Your retirement planning guide is ready' / Preheader: 'Download your personalized roadmap to financial independence'

Examples

• A financial planner improving opens by 12% by optimizing preheader text rather than letting default 'View in browser' text appear
• An RIA testing subject line + preheader combinations, finding complementary pairs outperform repetitive ones by 23%
• A wealth manager using preheader text to add specificity: Subject 'Tax strategies for year-end' + Preheader 'Three moves to make before December 31st'