Should I use emojis in subject lines?
The preheader (or preview text) is the snippet of text displayed after the subject line in inbox views. It's your subject line's supporting act—extra real estate to convince recipients to open. Typically 40-100 characters visible depending on client and device.
Why it matters: Extended messaging—say what the subject couldn't. Context and clarity—expand on the subject line hook. Preview control—without explicit preheader, clients pull the first text from your email, which might be "View in browser" or navigation links. Open rate impact—good preheaders measurably improve opens.
Treat subject + preheader as a unified pitch. Subject line hooks; preheader explains or adds urgency. Example: Subject: "Your exclusive offer expires tonight" + Preheader: "30% off everything, last chance to save." Together they tell a complete, compelling story. Never leave preheader to chance—set it intentionally in your ESP. A preheader showing "Unsubscribe | View in browser" wastes valuable persuasion space.
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