Do you think about your email’s preview text? If not, you should. Effective preheader text works with the subject line to offer value and create interest, leading subscribers to open your email.

Have you ever gotten an email that had the preview text “Having trouble viewing this email? Click here to view it in a web browser” (or worse, “INSERT PREVIEW TEXT HERE”)? Not only does it look sloppy, it’s a waste of valuable inbox real estate.

But it’s not just about what’s in your preheader text – how long the text is matters a lot.

Check out our blog for tips on preheader content and length, including how many characters popular email clients display.