Does Preview Text Matter?

Let’s be real. Most people pour all their energy into writing the perfect subject line and totally forget about preview text. That little line of copy next to your subject in the inbox? It matters more than you think.

If you don’t set it, email clients will grab whatever they find first. That could be “View in browser,” some random alt text, or a headline that doesn’t make sense out of context.

Why you should care

Preview text is your backup hook. If your subject line catches their eye, the preview helps seal the deal. It can give extra context, tease a surprise, or just make your email feel more personal. When it’s ignored, your message can come across as sloppy or unclear.

Quick tips for better preview text:

• Keep it under 90 characters so it doesn’t get cut off

• Don’t repeat your subject line. Add something fresh or useful

• Be specific. Mention a product, deadline, or offer

• Write it like a real person. No filler or fluffy phrases

• Always check how it looks on both desktop and mobile

It’s a small detail, but it can make a big difference. Treat it like part of your strategy, not just extra space.