How to Write Email Preview Text (+ Examples)
Email preview text is the short snippet of copy that appears next to or below the subject line in the inbox, giving readers a second reason to open. To write it well, treat it as an extension of the subject, not a repeat: add a new hook, keep it to roughly 35 to 90 characters, and front-load the value. Below is how it works, with examples.
What is email preview text?
Preview text, also called preheader text, is the preview snippet email clients pull from the top of your email and display after the subject line. If you do not set it deliberately, the client grabs whatever comes first in your email, often "View in browser" or an image alt tag, which wastes prime inbox real estate.
Think of the inbox as three lines of persuasion working together: the sender name (who), the subject line (the hook), and the preview text (the reason to open now). Great senders control all three.
How long should preview text be?
The visible length depends entirely on the email client and device. Set the important part first so it survives truncation everywhere.
| Client / device | Approx. characters shown |
|---|---|
| iPhone Mail (portrait) | ~35 to 90 |
| Gmail app | ~40 to 100 |
| Gmail desktop | ~90 to 110 |
| Outlook desktop | ~50 to 70 |
| Apple Watch | ~15 to 30 |
A practical rule: write the essential message in the first 40 characters, then let the rest run to about 90 as a bonus for clients that show more.
The golden rule: extend, do not repeat
The most common mistake is duplicating the subject line in the preview text, which doubles a single message instead of adding a second one. Use preview text to answer the question the subject raises, add specificity, or introduce a fresh angle.
- Subject: Your cart is waiting
Weak preview: You left items in your cart
Strong preview: Plus free shipping if you check out today - Subject: 3 ways to lower your bounce rate
Weak preview: Tips to lower bounce rate
Strong preview: Number 2 takes five minutes and works instantly - Subject: We shipped something big
Weak preview: Big news inside
Strong preview: Reporting is now 10x faster, here is how
Preview text formulas that work
Reach for one of these patterns depending on what your subject line already did.
| Formula | Use when the subject is... | Example |
|---|---|---|
| Answer the question | A question or teaser | Subject: Ready for a raise? Preview: Here are the 4 numbers to bring your boss |
| Add specificity | Broad or benefit-led | Subject: Save on your next order Preview: 20% off ends Sunday at midnight |
| Add urgency | Calm or informational | Subject: Your invoice is ready Preview: Due in 3 days, pay in one click |
| Tease the payoff | Curiosity-driven | Subject: The metric nobody watches Preview: It predicts churn weeks early |
| Personalize | Generic | Subject: Picked for you Preview: Based on what you bought last month |
Examples by email type
- Welcome: Subject "Welcome aboard" / Preview "Your 3-step setup takes under 5 minutes"
- Newsletter: Subject "This week in email" / Preview "A deliverability fix, 4 links, and one hot take"
- Abandoned cart: Subject "Still thinking it over?" / Preview "Your size is almost gone"
- Re-engagement: Subject "We miss you" / Preview "Here is what changed since you left"
- Promotion: Subject "48 hours only" / Preview "25% off everything, no code needed"
- Transactional: Subject "Order confirmed" / Preview "Arriving Thursday, track it here"
How to set preview text
- Use your email tool's preview field. Most platforms, including IGSendMail, give you a dedicated preheader field so you are not relying on the first line of the body.
- Or place a hidden preheader. If there is no field, add a short line of hidden text at the very top of the email body that clients read as the preview.
- Block the fallback. After your preview text, add a run of non-breaking spaces or a zero-width character so the client does not pull "View in browser" into the snippet.
- Preview before sending. Send yourself a test and check how it renders on mobile and desktop.
Common mistakes to avoid
- Leaving it blank and letting the client show your alt text or menu links.
- Repeating the subject line word for word.
- Stuffing spam-trigger words that hurt deliverability just like they do in subject lines.
- Writing 200 characters when only the first 40 are ever seen on mobile.
- Forgetting the fallback block, so a stray "Can't see images?" leaks into the preview.
Because the subject line and preview text work as a pair, test them together. Score your subject for length and spam risk with the subject line tester, then pull matching body copy from our library of 100+ email templates.
Frequently asked questions
What is the difference between preview text and a subject line?
The subject line is the primary hook shown in bold; preview text is the secondary snippet shown after it. The subject earns attention, and the preview gives a second, complementary reason to open.
How long should email preview text be?
Put the key message in the first 40 characters, then extend to about 90. Visible length varies by client, from roughly 35 characters on a phone to over 100 on Gmail desktop.
What happens if I do not set preview text?
The email client pulls whatever text appears first in your email, often a "View in browser" link, an unsubscribe line, or image alt text, which wastes valuable inbox space and can lower opens.
Should preview text include emojis?
A single relevant emoji can add warmth or draw the eye, but use it sparingly. Overuse looks promotional and can render inconsistently, so test before relying on it.
Want your subject line and preview text to work as a team? Launch your next campaign with IGSendMail, complete with a dedicated preheader field, built-in A/B testing, and 99% inbox deliverability.