Quick answer · Newsletter · 2 min read
How should preview text (preheader) be written?
Use preheader text to extend subject-line meaning with concrete value or urgency context.
In this guide
The answer
Direct answer
Best preheaders complete the promise of the subject line and avoid repeating it verbatim.
Where this guidance fits
Best fit
- 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
Put this guidance into practice
Write three preheader options that complement, not repeat, a given subject line.