What is Preheader text?
Preheader text is the short preview line shown after the subject line in most inboxes, taken from the start of the email unless you set it.
It is a second line of subject, so use it to add something rather than repeat the subject or show a raw link. Keep it short enough to avoid being cut off.
Set it deliberately, because otherwise the inbox shows whatever text comes first, often "view in browser".
A worked example.
A subject line reads 'The last day of our sale'. Instead of repeating it, the preheader adds 'Free shipping ends at midnight' so the two lines together give more reason to open.
Common mistakes.
- Leaving it as "view in browser"
- Repeating the subject word for word
- Making it too long to display
Want this handled for your store? See our email design service or book a free audit.
Guides that use this.
Find out what your list is actually worth.
We review your flows, list health, authentication records and last ninety days of performance, then send back what we found.
30 minutes, no obligation, and the findings are yours to keep either way.