The email preheader, officially the Johnson Box or preview text, is the text displayed after the subject line when you view an email in your inbox. The ideal length is between 40 and 100 characters, which is the maximum length that will be visible in most email inboxes and will optimize open rates.
The preheader can be considered a second subject line, giving more context to the email content. While the subject line is meant to grab the recipient’s attention, the preheader provides more information to entice the recipient to open the email. It gives a preview of what’s in the email without giving too much away.
This balance of intrigue and information is what makes the preheader a powerful email marketing tool.
Why use Email Preheaders
Email preheaders are important for several reasons. First, with the subject line limited to characters, the preheader is extra real estate to communicate your value proposition and make your email stand out in a crowded inbox.
Second, preheaders can boost your email open rates. By giving a sneak peek of the email content, preheaders can grab the recipient’s attention and entice them to open the email.
