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Preview text, sometimes called the preheader, is the short line of copy that appears next to or beneath your subject line in the inbox. It is prime real estate that most senders waste, letting the inbox pull a stray line from the top of the email instead. This tool lets you write it deliberately, see it in a live inbox mockup, and check that it fits before you hit send.
When an email lands, the inbox shows three things: the sender name, the subject line, and a snippet of text. That snippet is the preview text. If you set it, you control the message. If you do not, the email client grabs whatever comes first in the email body, which is often a link that says view in browser or nothing useful at all.
Used well, preview text is a second subject line. It extends the promise of the subject, adds a detail that earns the click, or creates a little curiosity. Together the subject and preview decide whether your email is opened or ignored, so leaving the preview to chance is leaving opens on the table.
Different inboxes show different amounts. Phones, where most email is now read, display roughly 90 characters before cutting off, while some desktop clients show more. That is why the tool flags anything much beyond 90 characters and reminds you to lead with the words that matter.
The safe approach is to make the first 40 to 90 characters carry the whole message, then let anything after that be a bonus for inboxes that show more. Never rely on the tail of a long preview being seen, because on most screens it will simply be hidden.
Do not repeat the subject line. You have two lines of attention, so use them to say two things. If the subject states the offer, let the preview add the proof or the deadline. If the subject asks a question, let the preview hint at the answer inside.
Keep it specific and human, avoid stuffing it with words just to fill space, and always test it against a real inbox. Strong preview text lifts opens, but opens only matter if you have a list worth mailing. If you want to grow that audience through search, request a free audit and we will show you how.
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