The component of the neoclassical electrostatic potential that is non-constant on the magnetic surface, that we denote byφ, can affect radial transport of highly charged impurities, and this has motivated its inclusion in some modern neoclassical codes. The number of neoclassical simulations in whichφ is calculated is still scarce, partly because they are usually demanding in terms of computational resources, especially at low collisionality. In this paper the size, the scaling with collisionality and with aspect ratio, and the structure ofφ on the magnetic surface are analytically derived in the 1/ν, √ ν and superbanana-plateau regimes of stellarators close to omnigeneity; i. e. stellarators that have been optimized for neoclassical transport. It is found that the largestφ that the neoclassical equations admit scales linearly with the inverse aspect ratio and with the size of the deviation from omnigeneity. Using a model for a perturbed omnigeneous configuration, the analytical results are verified and illustrated with calculations by the code KNOSOS. The techniques, results and numerical tools employed in this paper can be applied to neoclassical transport problems in tokamaks with broken axisymmetry. † Recently, both the prevalence of the radial electric field in the transport of impurities and the absence of impurity screening in three-dimensional magnetic fields have been brought into question for several collisionality regimes Helander et al. 2017).