What is a preheader? The preview text next to your subject line
A preheader is the short line of text that inboxes show next to or below the subject line. Most email apps pull it from the first text in the message body.
What it does
It gives readers a second line of context before they open the email. Together, the subject and preheader should tell people what is inside.
If you do not plan it, the inbox may show boilerplate like "View in browser" or "Unsubscribe" instead.
How to write one
- Add to the subject line instead of repeating it.
- Keep it accurate. Google says the subject, headers and other message parts must accurately represent the sender and the content, and CAN-SPAM requires subject lines that reflect the content.
- Put the key words first. How much text shows depends on the app and screen width.
Why visible text is safer
Some senders hide the preheader with CSS so it shows only in the inbox. Google's guidelines say not to hide email content with HTML or CSS. Writing the preheader as a visible first line avoids that risk.
How Newsletter Ready handles this
Each issue is drafted by AI from your website articles. You can edit the subject and opening line before you approve, and nothing is sent until you do.
Email newsletter glossary
- What is SPF? Sender Policy Framework explained simply
- What is DKIM? Email signatures explained simply
- What is DMARC? Email spoofing protection explained simply
- What is double opt-in? Confirmed subscriptions explained
- What is a hard bounce? Undeliverable email explained
- What is one-click unsubscribe? RFC 8058 explained simply
- What is CAN-SPAM? The U.S. email law explained simply
Sources
This page is general information, not legal advice.