Email preview text is the piece of text that follows the subject line in an email client or a webmail view. This text gives the recipients a sneak peek of what the email contains and can affect open rates greatly. While it is a crucial element, many email marketers still struggle with the idea of preview text and how to use it properly. In this article, we will discuss 5 commonly asked questions about email preview text.
How much preview text should be used in an email?
Whether you need to write email preview text of a certain length is controversial, with multiple sources claiming different limits. Although there is no universal solution, a standard rule is to keep the preview text between 40 and 70 characters. This range means that the preview text doesn’t get snipped off in most email programs, leaving the reader confused as to what to read.
However, you must be aware that the length of the preview text may vary depending on the recipient’s email client or phone. Apple Mail on an iPhone, for instance, uses about 35 characters; Gmail on a desktop can handle about 70-100 characters. Thus, a rule of thumb is to include brief but comprehensive preview text, so that the key takeaways are contained in the first 30-40 characters.
Can I use a different preview text for different email clients?
In fact, you can set different preview words for different email clients. The “client-specific preview text” method allows marketers to optimize the preview text for each individual email client. However, remember that it takes more effort and may take longer than just deploying the same preview text for all email clients.
Can I use a call-to-action in my preview copy?
Inscribing a CTA in the email header is a way to get more opens and conversions. A well-done CTA can make the email seem more urgent, prompt readers to open the email, and direct them to the action they want to take.
If you have a CTA in the preview copy, make sure it’s clear, actionable, and short. “Click and save 20%”, “Make a reservation today,” or “Shop our newest collections” are all value-adds that invite the user to engage.
But make sure the CTA is relevant and directly connected to the email content. Adding an unhelpful or irrelevant CTA in the previewed text will weaken the sender’s trustworthiness and result in less clicks or unsubscribes.
Do I copy the subject line and add it in my preview message?
In short, no. Inputting the same subject line multiple times in the preview copy is a waste of time to deliver value and generate email opens. Preview text should be the same as the subject line and should provide a personal and engaging message to encourage recipients to click through. Repetition does not bring something new to the table and may even dissuade recipients from opening the email because of it being filled with old data.
Instead, leverage the preview text to build on the subject line or emphasize an offer or CTA. The preview text should:
a. Be contextual: Make sure the preview text is contextual and relevant to the email and the recipient.
b. Keep it short: Don’t use more than 40-50 characters in the preview to save your space in the inbox.
c. Make it memorable: Design the subject line in a way that makes the recipient want to read the email.
Focusing on these factors allows you to compose relevant preview text that compliments the subject line and boosts open rates.
How do I view my email preview?
It’s important to preview your email preview content to ensure it will look and function well on different email clients and devices. How to view email preview text:
Step 1: Establish Test Email Addresses
Creating test accounts with big email providers can help you get a better idea of what your email will look like before publishing. For a detailed overview, create an account on Gmail, Outlook, Yahoo and Apple Mail. This will allow you to understand the way your content renders on popular platforms and make sure your message is delivered consistently.
Step 2: Send Test Emails
Before you send the campaign out to the entire mailing list, send a few emails with your new test accounts. It will allow you to evaluate how the email (and subject line, as well as the preview text) looks in an actual inbox. Take care to pay close attention to the design, font and clarity, and make corrections if needed to make it look and read better.
Step 3: Test Inbox View
Now that your test emails have been sent, let’s take a look at the inbox view. You want your subject, the preview, and the sender name together to form simple and attractive packaging for the recipient to open your email. If something is not fitting or seems out of place, play with the preview text or the subject line to ensure it’s as legible and interesting as possible. Create a eye-catching preview that completes the eye-catching subject line and asks the recipient to open your email.
Step 4: Cross-device Review
Email previews can appear completely different on mobile devices: what looks spectacular on the desktop might feel unimpressive on the mobile. Hence, you must constantly access your email, both on your desktop and on your mobile. Having this cross-device verification ensures that your preview message can continue to capture attention when someone receives the email. Set the font size, line breaks, or preview text length to suit screen size.
Step 5: Preview Text Tools
Use the email marketing systems (or third party tools) for email previewing. Almost all of these tools will let you know precisely how your email-and preview copy-will look in a range of different clients. Many even allow preview text to be edited so you can correct it in real time before your campaign goes live. These tools will ensure smooth delivery to your audience.
Conclusion:
Lastly, email preview text has huge implications when it comes to opening and converting your emails. By following these easy email preview text FAQs, you can make sure your preview text is relevant, optimized, and will prompt recipients to take action. You can make your email marketing campaigns a little better and meet your marketing objectives, whether you’re an expert or a beginner.
