How can I optimize the preheader?

Great preheaders extend the subject line story rather than repeating it. If your subject hooks with a question, the preheader can hint at the answer. If the subject announces a sale, the preheader adds details. They work as a team.

Best practices: Set preheader intentionally—don't let it default to "View in browser." Keep it 40-100 characters—visible across most clients. Complement, don't repeat—add information the subject couldn't fit. Include a secondary CTA if appropriate. Use the full space or pad with whitespace to prevent email body content from appearing.

The preheader is prime inbox real estate—don't waste it. Together, subject and preheader get maybe 100-150 characters of attention. Use every character purposefully. Test different preheader approaches: teaser, summary, CTA, benefit statement. Find what drives opens for your audience. Never treat preheader as an afterthought—it's as important as the subject line.

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