Preheader
Preheader (preview text)
Email Marketing
A preheader is the short preview line that appears after the subject line in most inboxes, also called preview text.
What is Preheader?
The preheader is the second line of your pitch. If you don't set it, inboxes pull the first text in the email, often "View in browser" or an image's alt text.
Write it to add to the subject, not repeat it. Subject: "Your cart is waiting." Preheader: "Free shipping ends at midnight."
In SmartyTap, each email has a Subject (up to 70 characters) and Preview text (up to 120), and A/B test versions can change both.
Example
Subject: "New fall roasts are here." Preheader: "Three small-batch coffees, only 400 bags each."
Why Preheader Matters
It shows up before the open, so it's free space to earn one.
Preheader FAQ
How long should preview text be?
Inboxes show different amounts, so put the important words in the first 40 to 50 characters.
Is preview text the same as preheader?
Yes. Different tools use different names for the same line.
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