Channel & craft
Preheader
Also known as: preview text · preheader text
The snippet of text shown next to the subject line in the inbox preview — typically 40-130 characters visible depending on client, often pulled from the email's first line of text if not set explicitly.
The preheader (or preview text) is the second line of content visible in most inbox previews, immediately after the subject line. Gmail desktop shows about 90 characters; iOS Mail shows about 40; Outlook web shows about 100. When not set explicitly, mailbox providers pull the first bit of visible text from the email — which often gives them something useless like "View this email in a browser" or "Hi First Name," neither of which earn the open. A good preheader extends the subject rather than restating it, carries additional hook information, and respects the clip point of the strictest client. Hiding a preheader via invisible-spacer white text after the visible preheader is a common pattern to prevent first-text fallback from hijacking the preview.
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