What is Preview Text?
TL;DR
The secondary text snippet shown after the Subject Line in inbox previews, your second chance to convince someone to open. Also called preheader text. If you don't set preview text intentionally, email clients pull from your email body (often "View in browser" or alt text, wasted opportunity). Effective preview text extends the subject line's promise, adds urgency, or creates additional curiosity. Think of subject + preview as a one-two punch. Keep preview text under 90 characters; different clients show different amounts. Test combinations of subject lines and preview text together. Mobile shows more preview text than desktop, making it especially important for mobile-heavy audiences. A well-crafted preview text can boost Open Rate by giving recipients more reason to click through from their crowded inbox.
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Frequently Asked Questions About Preview Text
What is preview text in email?
The secondary line shown after the subject line in inbox previews, also called preheader. If you don't set it, email clients pull from your body (often 'View in browser', wasted opportunity). Set it intentionally.
How long should preview text be?
Under 90 characters, though visibility varies by client. Mobile often shows more than desktop. Front-load the most compelling text. Test how yours displays across Gmail, Outlook, and mobile.
How should preview text relate to the subject line?
Extend or complement the subject, don't repeat it. Subject: 'Your order shipped.' Preview: 'Arrives Thursday. Track your package here.' Together they're more compelling than subject alone.
What if I don't set preview text?
Email clients pull from your body content, often 'View in browser,' 'Having trouble viewing this email?,' or image alt text. All wasted opportunity. Always set preview text intentionally.
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