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- E-mail preheader
How long should e-mail preview text be?
Inboxes show roughly 40 to 100 characters of preview text, depending on the app and screen. Aim for 40 to 90 characters that add to the subject line rather than repeat it.
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Check the same text against X, Instagram, LinkedIn, YouTube, Google and SMS at once, with your own limit set to this one.
Open the character counterE-mail preheader: the numbers
| Shown in full up to about | 100 characters |
|---|---|
| Best length | 40–90 characters |
| How it counts | Characters as you see them: an emoji or an accented letter is 1. Spaces and line breaks count. |
| English words that fit | 15–18 |
Last reviewed October 2026. Platforms change their limits; when it matters, check the platform’s help pages.
What counts as a character
- Every character counts, including spaces.
- If you set no preheader, the inbox shows the first text in the e-mail instead, often “View in browser”.
Best length vs the maximum
- Treat it as the second half of the subject line.
- Put the most important words first, since phones may show only 40 characters.
Questions and answers
How long should preheader text be?
About 40 to 90 characters.
What happens if I leave the preheader empty?
The inbox shows the first text it finds in the e-mail, which is often a link or a legal line.