Answer
How should preview text (preheader) be written?
Use preheader text to extend subject-line meaning with concrete value or urgency context.
Direct Conclusion
Best preheaders complete the promise of the subject line and avoid repeating it verbatim.
Best For
- All campaign categories
- A/B testing
- Inbox optimization
Common Mistakes
- Repeating the subject line exactly
- Using generic filler phrases
- Leaving default fallback text from templates
Reusable Prompt
Write three preheader options that complement, not repeat, a given subject line.
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Last reviewed: 2026-04-07