You’ve spent countless hours on your email. A compelling subject line? Check. A strong offer? Done. A clean design? Perfect. But if your preheader is weak or missing, you’re leaving opens on the table.
Here’s the reality:
Your subscribers don’t just skim the subject line; they also read the snippet of text that follows. That’s your preheader. It’s your secret weapon to recapture attention and drive opens.
In this guide, you’ll learn:
- What a preheader really is
- Why it matters for open rates
- How to write one that works (with real examples)
- Key limits by email client (Gmail, Apple Mail, Outlook)
- Pro tips from high-performing brands
Let’s get into it.
What Is a Preheader? (And Why It Matters)
A preheader is the short text that appears next to or below your subject line in the inbox. Also called a “header preview” or “snippet,” it gives a sneak peek of your email’s content before the user opens it.
📧 Example:
Subject: Your order is on the way.
Preheader: Track your package in real time.
It’s not just a technical detail. It’s a conversion tool. Think of it like a subtitle on Netflix:
The title grabs you. The line below indicates whether it’s worth your time.
Why a Strong Preheader Increases Open Rates
Most brands ignore it. That’s your advantage.
A strong preheader:
- ✅ Boosts open rates
- ✅ Adds clarity or intrigue
- ✅ Reinforces your offer
- ✅ Builds trust fast
Data shows that when the preheader complements the subject line, open rates increase by 10–30% (Nova Express research, 2025). However, if it’s blank, generic, or just repeats the subject, you risk appearing lazy or even spammy.
This is your key to higher email open rates: a small tweak with a big impact.
The 3 Types of Preheaders
Not all preheaders work the same way. Here’s how they differ:
💡 Key Difference: Hidden vs. Dummy Preheaders
- A hidden preheader shows only in the inbox and is invisible in the email body. It’s used to create a strong preview without cluttering your message.
- A dummy preheader is completely hidden. It doesn’t appear anywhere. Its purpose is to block random text (like “View in browser”) from becoming your preheader by default.
Pro tip: Most brands use hidden preheaders. They write a strong snippet just for the inbox, then hide it in the email body.
How to Write a High-Converting Preheader (7 Rules)
Follow these proven rules to see results.
1. Don’t Repeat the Subject Line
This is the No. 1 mistake.
Your preheader should add value, not repeat the subject line.
✅ Good:
Subject: Your free guide is ready.
Preheader: 5 proven strategies to grow your list fast.
❌ Bad:
Subject: Your free guide is ready.
Preheader: Your free guide is ready.
Boring. Wasted space.
2. Keep It Short
Length limits vary by device:
- Desktop: 120–130 characters
- Mobile: 50 characters or less (most important!)
On phones, long preheaders get cut off. So, front-load the value.
✅ Strong:
“Ends tonight: 50% off all styles.”
“Your cart is waiting “
“Only 3 left in stock.”
3. Show the Benefit
Answer: Why should I care?
❌ Weak:
“We have a sale.”
Why it fails: It’s vague. No value. No urgency. No, personal benefit.
✅ Strong:
“Save $75 on your first order.”
Why it works: Specific, tangible, and shows immediate savings.
“Free shipping + gift inside.”
Why it works: Adds extra value beyond the price and makes the offer feel richer.
Specificity wins.
The ability to clearly communicate value is a core skill in copywriting. For more on how to write persuasive email content, check out our guide on David Ogilvy Email Rules: 11 Proven Ways to Boost Open Rates (2025).
4. Add Light Intrigue
Spark curiosity but don’t clickbait.
✅ Works:
“The secret to softer skin? Inside.”
“See what everyone’s buying→“
❌ Doesn’t:
“You won’t believe this!!!”
Be clever. Not desperate.
5. Use Personalization
Names and behavior-based triggers can boost opens.
✅ Try:
“Alex, your VIP discount expires at midnight.”
“Your favorites are back in stock.”
Even small personal touches can make your email feel one-to-one instead of mass-produced. Personalization goes beyond just names; it’s about relevance. Discover how to foster deeper connections with our guide on Email Marketing Examples That Convert: 2025 Real-World Guide.
6. Add 1 Emoji (Optional)
Emojis stand out in crowded inboxes.
But overuse = spam.
✅ Do:
🎁 Your gift is inside.
⏳ Only 2 hours left.
❌ Don’t:
🔥🔥 HUGE SALE!!! 🔥🔥
One emoji. One purpose.
7. Test Different Angles
Try these styles and see what works:
A/B test them. Data beats opinions.
And the best way to get reliable results? Master A/B testing across all your email elements. Dive into our Email Marketing Case Studies (2025): 3 Small Business Wins + Templates to level up your testing strategy.
Preheader Limits by Email Client (U.S. Standards)
Your preheader doesn’t look the same everywhere.
Gmail (desktop): ~180 characters
Gmail (mobile): ~50–60 characters
Apple Mail (desktop): ~140 characters
Apple Mail (mobile): ~45 characters
Yahoo Mail: ~150 characters
Outlook (desktop): ~35–55 characters
Outlook (Mac): ~55 characters
👉 Always preview your email across different platforms to ensure optimal display.
5 Real Examples of Great Preheaders
These are from real brands. They work.
- Benefit-Driven: “Get 50% off your first month.”
(Calendly). - Urgency + Scarcity: “Only a few free spots left; register now.”
(Masterclass). - Personalization: “Sarah, your birthday gift is waiting.”
(Sephora). - Curiosity Hook: “The one thing most founders miss…”
(Morning Brew). - Social Proof: “Join 15,000+ who upgraded their sleep.”
(Casper).
Quick Recap: Do This Now
- ✅ Use the preheader as your second hook
- ✅ Keep it short, especially for mobile
- ✅ Add value: benefit, urgency, or curiosity
- ✅ Never repeat the subject line
- ✅ Test one change at a time
Final Thought
Your email has 7 seconds to get noticed.
Subject line = first impression.
Preheader = second chance.
Don’t waste it on “View in browser” or “Having trouble seeing this email?”
Use it to sell, intrigue, or help.
Because the best emails don’t just get opened, they get clicked.
Frequently Asked Questions (FAQ)
Q: What is the ideal preheader text length?
A: For mobile, keep it under 50 characters. For desktop, up to 130. Always test in Gmail and Apple Mail.
Q: Should I repeat the subject line in the preheader?
A: No. Repeating the subject line wastes space and hurts engagement. Use the preheader to add value.
Q: Can preheaders affect email deliverability?
A: Yes, if hidden preheaders are poorly coded, they can trigger spam filters. Always use proper CSS hiding techniques.
Dive Deeper: Master Your Email Marketing
Your preheader is just the beginning. Level up your entire strategy with our related guides:
- What Is Nova Express?
- How to Start Your First Email Campaign
- Email Marketing Pricing Models: Contacts-Based vs. Send-Based
- Amazon SES Integration Guide
- Mailgun Integration Guide
- Email Warm Up Guide: 4 Weeks to 90% Inbox Placement
- 270+ Free Email Templates
- NotebookLM for Marketers
- AI Tools for Marketers
- Nano Banana Pro: The Complete Guide for Marketers 2026
Ready to write emails that actually convert?
👉 Try Nova Express, the AI email marketing platform that helps you create campaigns that sell.
Updated in 2026 to reflect the latest strategies and data.
About the author
Serafima Osovitny is a marketing manager at Nova Express. Passionate about turning complex marketing tactics into simple, actionable guides, she shares insights about email marketing and e-commerce. Follow her on Twitter: @OSerafimaA.
It’s wild that something so small can have such a big impact. You just gave me back 30% more opens with no extra effort.
Simple, smart, and instantly useful. This single tweak has already improved my last two campaigns. Thanks for making the invisible visible!
Rarely do articles balance tactical precision with strategic insight so well. The section on Outlook’s 35-character limit alone saved me hours of guesswork. Excellent work.
The part about not repeating the subject line hit me hard. I’ve been doing that for months. Changed it, A/B tested, and the curiosity-driven preheaders won by 15%. Thanks for calling me out.
I tested the 50-character preheader rule on mobile, and my open rate went from 22% to 28% in one week. No other changes. Just the preheader. This article paid for itself immediately.
The article clearly highlights the underrated role of the preheader and provides concise, actionable recommendations. The structure is logical, the examples are practical, and the takeaways are focused on improving key metrics. The material is easy to apply and genuinely helps boost open rates without requiring major changes to a campaign.