Email preview text is the snippet of text that appears after the subject line in an email client or webmail interface. This text provides recipients with a glimpse of the email’s content and can significantly impact open rates. Despite its importance, many email marketers still have questions about preview text and how to use it effectively. In this paper, we will answer five frequently asked questions about email preview text.
What is the ideal length of email preview text?
The ideal length of email preview text is a topic of ongoing debate, with various sources suggesting different character limits. While there is no one-size-fits-all answer, a common recommendation is to keep the preview text between 40 to 70 characters. This range ensures that the preview text is long enough to provide context and entice the reader to open the email, without being cut off in most email clients.
However, it is essential to consider that the preview text length may vary depending on the email client or device used by the recipient. For example, the Apple Mail app on an iPhone displays approximately 35 characters, while Gmail on a desktop shows around 70 to 100 characters. Therefore, it is best practice to write preview text that is concise yet informative, making sure the most important information is presented within the first 30 to 40 characters.
Can I use different preview text for different email clients?
Yes, it is possible to use different preview text for different email clients. This technique, known as “client-specific preview text,” allows marketers to optimize the preview text for each individual email client. However, keep in mind that this approach requires extra effort and can be more time-consuming than using the same preview text for all email clients.
Should I include a call-to-action in my preview text?
Including a call-to-action (CTA) in the email preview text can be an effective strategy to boost open rates and conversions. A well-crafted CTA can create a sense of urgency, encourage recipients to engage with the email content, and guide them towards the intended action.
When incorporating a CTA in the preview text, it is essential to keep it clear, concise, and action-oriented. For example, “Shop now and save 20%,” “Reserve your spot today,” or “Discover our latest collection” are all compelling CTAs that provide value and prompt the recipient to take action.
However, it is crucial to ensure that the CTA is relevant and directly related to the email’s content. Including a misleading or unrelated CTA in the preview text can damage the sender’s credibility and lead to decreased engagement or unsubscribes.
Should I repeat the subject line in my preview text?
In short, no. Repeating the subject line in the preview text is a missed opportunity to provide value and encourage email opens. Preview text should complement the subject line, offering a unique and engaging message that entices recipients to click through. Repetition does not add value and may even deter recipients from opening the email due to a lack of new information.
Instead, use the preview text to expand on the subject line or highlight a specific offer or call-to-action. The preview text should:
a. Be relevant: Ensure the preview text relates to the email’s content and the recipient’s interests.
b. Be concise: Keep the preview text to 40-50 characters to avoid being cut off in the inbox view.
c. Be engaging: Make the preview text compelling, so recipients want to open the email and learn more.
By focusing on these elements, you can create effective preview text that complements the subject line and drives open rates.
How do I preview my email preview text?
Previewing your email preview text is essential to ensure it displays correctly and effectively across various email clients and devices. Here are the steps to preview email preview text:
Step 1: Create Test Email Accounts
For effective previewing of how your email will appear, it is good practice to create test accounts with big email service providers. Create an account on Gmail, Outlook, Yahoo, and Apple Mail for a thorough overview. This will let you see how your content actually renders across commonly used platforms and ensure that your message is conveyed consistently.
Step 2: Send Test Emails
Before sending the campaign to the entire mailing list, test some emails with your just-created test accounts. This will enable you to gauge how the email looks, as well as the subject line and the preview text, in a real inbox. Make sure to pay close attention to the format, font, and clarity, while making any necessary edits to enhance both aesthetics and readability.
Step 3: Test Inbox View
Now that your test emails are out, take a look at the inbox view. Your subject line, preview text, and the sender name all together should make clear and attractive packaging that invites the recipient to open your email. If things don’t gel or seem disconnected, try playing around with the preview text or the subject line to maximize clarity and interest. Go ahead and craft a catchy preview that completes the catchy subject line and invites the reader to open your email.
Step 4: Cross-device Review
Email previews can look very different on devices: what looks perfect on a desktop can be less inspiring on a mobile device. It’s, therefore, crucial that you check your email across both desktop and mobile. This cross-device check can help make sure your preview text will still work to drive attention wherever the recipient opens their email. Adjust font sizes, line breaks, or the length of preview text to account for screen size.
Step 5: Using Preview Text Tools
Leverage the email marketing platforms’ capabilities, or third-party tools, especially designed for email previewing. Most of these tools will allow you to see exactly how your email-and its preview text-will render in a variety of different clients. Most also provide editing for preview text, enabling you to make adjustments in real time prior to your campaign going live. Using these tools will ensure polished delivery to your audience.
In conclusion, email preview text can significantly impact open rates and engagement with your emails. By following these simple answers to common email preview text FAQs, you can ensure that your preview text is effective, optimized, and encouraging recipients to take action. Whether you’re a seasoned email marketer or just starting out, these tips can help you improve your email campaigns and achieve your marketing goals.
