Your subject line and 'from' name get most of the attention, but preheader text does a lot of the same work and most senders ignore it.
What is preheader text?
Preheader text is the short summary line that appears next to or below the subject line in an email inbox, before the reader opens the message. Desktop and web clients show it, but it is most visible on mobile, where screen space is tight and every word counts.
Why does preheader text matter?
After the subject line, preheader text is the first copy your subscriber reads. That makes it a direct factor in whether they open or scroll past. Treat it as a second subject line: it should support the email's main message and give the reader a reason to click through. Leaving it blank means your inbox preview fills with whatever text appears first in the email body, often something like 'View this email in your browser', which is a waste.
How to add preheader text in TouchBasePro
There are two ways to set your preheader text in TouchBasePro.
The first is during campaign setup, on the same screen where you enter your subject line and 'from' name. This option was added to the platform specifically to make preheader text harder to skip.
The second is inside the template builder itself. Here you get an extra option: you can choose whether the preheader text appears only in the inbox preview, or in both the preview and the email body. If you want it hidden from the email content itself, select the inbox-preview-only setting.
Add preheader text to every campaign you send. It takes thirty seconds and consistently contributes to better open rates. If you need help with your email marketing, get in touch, we'd be glad to help.
Frequently asked questions
- What is email preheader text?
- Preheader text is the short summary line that appears next to or below the subject line in an email inbox before the message is opened. It is most prominent on mobile email clients.
- Does leaving preheader text blank cause problems?
- Yes. If you leave it blank, most email clients pull the first readable text from your email body into that space, often a browser-view link or an unsubscribe notice. Writing a proper preheader avoids that and gives you another chance to earn the open.
- How do I add preheader text in TouchBasePro?
- You can add it on the campaign setup screen alongside your subject line and 'from' name, or edit it inside the template builder. The template builder also lets you choose whether the preheader shows only in the inbox preview or in the email body as well.