A Preheader is the short line of text that appears in the inbox right after the subject line. It is one of the first things recipients see before deciding whether to open. Don't leave it blank.
Quick tips:
- Extend the subject line, don't repeat it. Add a new detail that gives readers a second reason to open.
- Be specific. Prices, dates, and numbers outperform vague language. "3 beds, just reduced" beats "great new listing."
- Create urgency. A relevant date, a timely market stat, or a recent change to a listing gives the email a natural sense of timeliness without feeling pushy.
- Keep it under 90 characters. Most inboxes truncate beyond that, especially on mobile. Put your most important detail first.
- Avoid filler. Phrases like "you won't want to miss this" or repeating the subject line word for word can be a waste of the space.
- Never leave it blank. The default fallback text misses a valuable opportunity to connect with your reader before they even open the email.
Examples
- Inventory is down 18% from last year. Here's what that means for buyers.
- Four bedrooms, updated kitchen, cul-de-sac. Asking $574K.
- Prices in the area rose 6% this quarter. Are you positioned to take advantage?
- Open house this Sunday. Come see the renovated basement.
A little attention here goes a long way. A well-crafted preheader sets the tone for your email before it's even opened, and over time, it can meaningfully improve how often your audience engages with your sends