Preheader Text
01 Definition
Preheader Text meaning: The preview snippet shown next to or below the subject line in many inboxes.
Preheader text is the short preview line that many email clients display alongside or beneath the subject line, usually pulled from the start of the email or a set hidden line. It extends the subject's message and adds context to encourage opens. If not set, inboxes often show stray opening text instead.
Also called
Why it matters
How Preheader Text fits the work
The preheader gives extra inbox space to support the subject line and add a reason to open, so setting it deliberately improves the inbox impression.
In context
The subject line reads Weekend sale inside, and the preheader text adds Take 20 percent off everything through Sunday midnight, no code needed.
Practical note
If you leave it blank, clients may pull awkward text like an unsubscribe link or image alt text. Set it intentionally, and note that visible length varies widely across email clients and devices.