Email Subject + Preview Text Helper

The subject line gets people to notice your email. The preview text — the grey snippet shown after the subject in most email clients — gives them a reason to open it. Together they form a two-part pitch visible in the inbox without opening the email. Most email clients show 35-90 characters of preview text depending on the device and subject line length. If you leave preview text empty, email clients pull the first visible text from the email body, which is usually something unhelpful like "View in browser" or alt text from a header image.

Subject lines between 30-50 characters tend to have the highest open rates across industries. Personalization (using the recipient's name or company) improves open rates but only when it feels natural. Avoid ALL CAPS, excessive punctuation (!!!), and spam trigger words like "free," "act now," or "limited time" — these hurt deliverability. For preview text, complement the subject rather than repeating it. If the subject is a question, the preview text should hint at the answer. If the subject announces something, the preview text should add a compelling detail.