What is preview text?

Imagine you're scrolling through your email inbox. You see who sent the email and the subject line. Right next to or below that subject line, you often see a short piece of text. That's called preview text. It's like a mini-headline that gives you a little more information about what's inside the email before you even open it.

This small bit of text is automatically pulled from the very beginning of your email's body content. However, marketers can strategically craft it to be more engaging. Think of it as a second chance to catch someone's eye and convince them that your email is worth opening, even after they've read your subject line.

Effective preview text works together with your subject line to create a compelling reason for someone to click. It helps set expectations and can highlight a key benefit or urgent offer, making your email stand out in a crowded inbox.

Why it matters

Preview text is a powerful but often overlooked tool in email marketing. Its main job is to boost your email open rates. In a busy inbox, people quickly scan. A good subject line gets their attention, but strong preview text can seal the deal. It gives readers more context and a reason to click.

It helps manage expectations. If your preview text hints at a special discount, and the email delivers that, recipients feel satisfied. If it's just generic filler, you miss an opportunity to engage them. Essentially, preview text is part of your first impression, and a good first impression is crucial for any marketing message. It can also differentiate your email from competitors who might be using generic or unoptimized preview text.

How to write effective preview text

Writing good preview text is a skill that combines clarity with a bit of creativity. Here are some tips to make yours more impactful.

Keep it concise and clear

Most email clients show between 35 and 90 characters of preview text, depending on the device. Aim for a length that gets your message across quickly. Get straight to the point and avoid fluffy language.

Complement the subject line

Your preview text should not just repeat your subject line. Instead, it should add new, valuable information. If your subject line is "Big Summer Sale," your preview text could be "Up to 50% off sitewide for a limited time." This adds detail and urgency.

Create urgency or curiosity

Use words that encourage immediate action or make people want to know more. Phrases like "Don't miss out," "Limited stock," or "See what's new" can be very effective.

Personalize when possible

If your email service provider allows, you can include the recipient's name or other personalized details in the preview text. For example, "John, your exclusive offer awaits inside."

Include a call to action

Sometimes, a subtle call to action can work wonders. "Shop now and save," "Read the full story," or "Claim your free guide" can prompt opens.

Test different options

What works for one audience might not work for another. Always test different preview text options to see what gets the best open rates for your specific campaigns. A/B testing can reveal valuable insights.

Best practices for preview text

To consistently get good results, follow these best practices.

Avoid generic filler text

Never let your preview text default to something like "View this email in your browser" or "Having trouble viewing this email?". This wastes valuable space. Always set custom preview text.

Consider mobile devices

Many people check emails on their phones. Mobile devices often display even less preview text than desktops. Make sure the most important part of your message appears early in the text.

Match email content

Ensure your preview text accurately reflects what's inside the email. Misleading preview text can lead to frustrated subscribers and higher unsubscribe rates. Trust is key in email marketing.

Use emojis sparingly

Emojis can grab attention, but use them wisely. Too many can look spammy. One relevant emoji can add a touch of personality and visual appeal.

Segment your audience

Tailor your preview text to different segments of your audience. What resonates with new subscribers might be different from what appeals to loyal customers.

Preview text is a small but mighty element in your email marketing strategy. By intentionally crafting this short snippet, you can significantly improve your email open rates and overall campaign performance. Start by reviewing your current email campaigns and identify opportunities to make your preview text more engaging and informative. Test different approaches and learn what truly motivates your audience to click open.