Litmus released useful research that reveals how many

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Like any good result-getting cta your cta should be; clear, not clever. Short, not lengthy. Active, not passive. Specific, not general. Simple, not complex. Cut to the chase by leading with a convincing cta in the preheader. Mistake : making it too long crafting a lengthy preheader is a big mistake, and here’s why. Your words get chopped off before you get your message across. This drastically reduces your chances of users checking out your emails.

And, with most people reading emails on car owner data space-starved mobile devices, this is a real problem. preheader characters popular email clients usually show on mobile devices. Preview text and number of characters displayed in different inboxes. Source: litmus to quickly get your message across on most devices before it gets truncated, aim for around characters or words. Since you have very little wiggle room, for best results: put the most important part of your message at the beginning.

Lead with an active verb that instantly grabs attention. Turn the whole header into a cta and take people straight to your landing page. Get rid of filler words that take up space without saying much. Bear in mind also that your preheader length is connected to the size of the subject line. A long subject line means a short preheader and vice versa. Play around with both until you hit the sweet spot.