admin@gmail.comWhat Is an Email Preheader?
The email preheader, also known as preview text, is the line of text that appears in your recipient’s inbox next to or below the subject line. On mobile devices, it’s often more visible than the subject line itself.
It acts as a teaser or summary of your email content—helping readers decide whether to open your email. Despite its importance, our data shows that most campaigns still don’t use custom preheaders.
Why Email Preheaders Influence Open Rates
Your subject line and preheader are the only parts of your email guaranteed to be seen by everyone. If they don’t compel the reader to click, your campaign won’t get opened—no matter how great the content inside.
Today’s inboxes are crowded. Even if someone has subscribed to your list, they’re quickly scanning dozens of emails. That means you have just seconds to earn their attention.
The preheader gives you an opportunity to stand out, especially since over 90% of MailerLite campaigns don’t use them. That’s a huge opportunity to do something your competitors aren’t.
Best Preheader Text Length
We recommend aiming for 100–140 characters.
If it’s too short, email clients may grab random text from your email body. But character limits vary based on the device and platform. If you’re unsure, assume most of your subscribers are opening emails on their phones—some estimates suggest up to 70%.
Here’s a good rule: make the first 50 characters count—they’ll be the most visible. Subject lines under 40–50 characters help ensure the preheader appears clearly too.
Pro Tip: Send a test email to yourself on both desktop and mobile to check how your preheader displays.
7 Email Preheader Best Practices
Just like subject lines, preheaders benefit from clarity, relevance, and good copywriting. Here are 7 strategies to get it right:
1. Highlight Your Value Proposition
What’s the key benefit of your email? Use the preheader to clearly express it. Whether it’s a deal, insight, or announcement, focus on what’s in it for the reader.
Example:
Subject: Get 20% off today
Preheader: Limited-time offer on best-selling gear—ends tonight!
2. Add a Call to Action
Be direct. Tell people what to do and what they’ll gain from doing it. Go beyond generic CTAs like “Read more.” Try to pair action with value.
Example:
Preheader: Join now to double your rewards this month.
3. Make the Subject Line and Preheader Work Together
Don’t treat them as separate ideas. Think of them as a pair—build curiosity or complete a thought across both.
Example:
Subject: We’ve got news
Preheader: And it could change how you work from home forever.
4. Build Curiosity (But Avoid Clickbait)
Using mystery or urgency can work well—just be sure the content delivers on the promise. FOMO is effective when it’s real.
Example:
Preheader: Don’t miss our biggest announcement of the year.
5. Personalize When Possible
Use first names, locations, birthdays, or other relevant data points. Personalization builds trust and engagement—but avoid being creepy or overly familiar.
Example:
Preheader: Jane, your free trial ends in 2 days.
6. Use Emojis Strategically (Optional)
While emojis aren’t inherently bad, overusing them—or using them out of context—can make your emails look unprofessional. Use them only when appropriate and aligned with your brand voice.
7. A/B Test Preheaders
Most email platforms, including MailerLite, allow A/B testing. Test different preheaders to see which ones actually lead to better open rates—and let data guide your future writing.
Email Preheader Examples
Here are a few high-performing combinations of subject lines and preheaders:
| Subject Line | Preheader |
|---|---|
| Time is running out, friend | Grab these deals now… |
| I’m a stunningly bad businessperson | The entire series is free—for now |
| Dear Reader, I’ve never done this before | You could win a $100 gift card |
| This is the Bliss brother you’ve been waiting for | Save a horse. Ride Austin Bliss |
| Start your 1-month trial today | Unlimited articles + digital replica |
| Your big chance to be heard | And believe me, I listen |
How to Add Preheaders in MailerLite
In MailerLite’s drag & drop editor, click on the block at the very top of your email. From there, you can add or edit your preheader text—no coding needed.
You can choose to display the preheader only in the inbox preview, without showing it inside the email itself. This is helpful if you want a clean design inside the message but still leverage the inbox real estate.
Final Thoughts
Email preheaders are one of the most overlooked tools in email marketing—and one of the easiest ways to increase open rates. When paired effectively with your subject line, they give subscribers a compelling reason to click.
Since most marketers still aren’t using preheaders strategically, this is your opportunity to stand out in even the most crowded inbox.
Start testing, keep optimizing, and watch your open rates rise.
