Email preheader text: examples and CTA phrases
The preheader is the short line of text people see after your subject line in their inbox. It is free extra space to convince someone to open, and most senders waste it.
Preheader text (also called preview text) is the snippet shown next to or under the subject line in the inbox. Aim for about 40 to 90 characters, make it add something the subject line doesn't say, and end with a clear reason to open, such as "Ends Sunday" or "Your code is inside". If you don't set one, the inbox shows the first words of your email, often "View this email in your browser".
What a preheader is
In Gmail, Outlook, Apple Mail and most phone apps, the inbox shows three things for each email: the sender name, the subject line, and a line of preview text. That preview line is the preheader. Your email platform usually has a "preview text" or "preheader" box next to the subject line.
See how yours will look before you send with the free subject line tester, which previews the subject and preview text together.
How long should it be?
Different inboxes show different amounts, and phones show less than computers. A good rule is 40 to 90 characters, with the most important words first, so the message still works if it is cut off. Very short preheaders can let other text from the email fill the rest of the space.
Preheader CTA phrases you can copy
Urgency
- Ends at midnight. Don't miss it.
- Last day to save 20%.
- Only a few spots left this week.
- Your discount expires Sunday.
- Doors close Friday at 5 pm.
Curiosity
- The one change that doubled our replies.
- You'll want to see number 3.
- We didn't expect this either.
- Here's what most people get wrong.
- The answer surprised our whole team.
Benefit
- Save two hours a week with this.
- Free shipping on everything today.
- Your new favorite way to plan the week.
- Everything you need, in one place.
- Less effort, better results.
Personal and friendly
- We saved something for you.
- Thanks for being with us this year.
- A quick question for you.
- We picked these just for you.
- It's been a while. Here's what's new.
Action
- Reply with one word to get started.
- Tap to see your order status.
- Your code is inside.
- Book your spot in 30 seconds.
- Pick your free gift before it's gone.
More examples by email type
| Subject line | Preheader | |
|---|---|---|
| Sale | 20% off everything | Ends Sunday at midnight. Your code is inside. |
| Newsletter | This week: 3 quick wins | Number 2 takes five minutes and saves an hour. |
| Event | You're invited: spring open house | May 11, 6 pm. Reply to save your seat. |
| Welcome | Welcome to the club | Here's your 10% off, plus what to expect next. |
| Abandoned cart | Still thinking it over? | Your cart is saved. Free returns if it's not right. |
| Re-engagement | Do you still want these emails? | One click keeps you on the list. No hard feelings either way. |
| Webinar | Live Thursday: email that gets replies | 45 minutes, real examples, and a recording if you can't make it. |
| Feedback | Quick favor? | Two questions, under a minute. It really helps. |
| Order shipped | Your order is on its way | Track it here. Expected by Thursday. |
| Holiday | Happy holidays from all of us | A small thank-you gift is waiting inside. |
Tips for better preheaders
- Don't repeat the subject line. Use the space to add a second reason to open.
- Put the key words first in case the text is cut off.
- Match the email. A preheader that promises something the email doesn't deliver leads to unsubscribes and spam complaints.
- Read them together. The subject and preheader should read like one sentence or a question and answer.
- Avoid spammy words and ALL CAPS. See subject lines and spam words.
Setting a preheader in your own HTML
If your email tool has no preview text box, put the text in a hidden element at the very top of the email body, before anything else. Many senders also add invisible spacing characters after it, so the inbox doesn't pull in the next words of the email to fill the gap. Test the result in a few inboxes, because each one handles hidden text slightly differently.
Questions people ask
- Is preheader text the same as preview text?
- Yes. Email platforms use both names for the line shown after the subject line in the inbox.
- What happens if I don't write a preheader?
- The inbox shows the first text it finds in the email, which is often a "View in browser" link, an image description or your logo text.
- Do preheaders affect spam filtering?
- They are part of the email, so the same rules apply: avoid misleading claims, ALL CAPS and pushy spam-style wording.
- Should the preheader include a call to action?
- Often, yes. A short CTA like "Ends Sunday" or "Your code is inside" gives people a concrete reason to open.