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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Preheader

An email preheader (or preview text) is the short snippet of text shown alongside or beneath the subject line in the inbox. It works with the subject line to earn the open.

Also known as: preview text, preheader text, snippet text

The preheader is the subject line's partner. Together they're the first — and sometimes only — thing a subscriber reads before deciding to open. Leave it to chance and the inbox will fill it with "View in browser."

What is preview text used for?

It extends the subject line's promise, adding context, a detail, or a reason to open. Used well, it's free real estate that meaningfully lifts open rates.

How long should a preheader be?

Roughly 40–100 characters, depending on the email client and device. Front-load the most important words, since mobile shows less.

How do you write a good preheader?

Don't repeat the subject line — complement it. Add specifics, urgency, or curiosity. Test it with Drip's free Preheader Tester.

Related terms

Subject Line Call to Action (CTA) Email Template Personalization Dynamic Content

Related reading from Drip

14 Email Preview Text Examples Preheader Tester

Frequently asked questions

What is an email preheader?
An email preheader, also called preview text, is the short snippet of text shown next to or below the subject line in the inbox. It works with the subject line to convince recipients to open the email.
What's the difference between a subject line and a preheader?
The subject line is the headline of your email; the preheader is the supporting preview text shown right after it. The subject line grabs attention, and the preheader extends its promise with extra context.
How long should a preheader be?
Aim for roughly 40–100 characters, depending on the email client and device. Put the most important words first, since mobile devices display fewer characters.
How do I write an effective preheader?
Complement the subject line rather than repeating it — add a specific detail, urgency, or curiosity. Always set it intentionally so the inbox doesn't pull filler text, and test variations before sending.
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