How to Perfect the Email Preview Text? Do It Yourself

Email preview text, also known as the preheader, is the brief summary of an email's content that appears after the subject line in the inbox. The preview text gives the recipient an idea of what the email is about, and can greatly influence whether they decide to open it or not.

It is therefore essential for marketers and businesses to perfect their email preview text to increase their email open rates.

Table of Contents

1. Keep it short and sweet

2. Make it relevant to the subject line

3. Use actionable language

4. Highlight the benefits

5. Personalize the preview text

6. Test and optimize

7. Avoid spammy language

8. Consider mobile optimization

9. What else do you need to keep in mind?

10. Final words

In this article, we will discuss how to perfect email preview text and improve email marketing campaigns.

1. Keep It Short and Sweet

The preview text should be concise and to the point, ideally between 35 and 90 characters. This is because most email clients display only a limited number of characters in the preview text. Therefore, it is important to ensure that the preview text is short and sweet to convey the message effectively.

Use clear, concise language that gets straight to the point, and avoid unnecessary words or phrases that do not add any value to the preview text.

2. Make It Relevant to the Subject Line

The preview text should be relevant to the subject line, as it is the natural continuation of the subject line. Use the preview text to provide additional information that supports the subject line, but avoid repeating the same message.

This can be done by introducing a new angle or perspective to the subject matter. For example, if the subject line is "Don't miss out on our sale!", the preview text could say "Limited time only - shop now and save big!".

3. Use Actionable Language

Use actionable language that encourages the recipient to take a specific action, such as "register now", "download our guide", or "book your appointment". This not only makes the preview text more engaging but also increases the chances of the recipient taking action.

Actionable language also creates a sense of urgency and can encourage recipients to open the email right away.

4. Highlight the Benefits

The preview text should highlight the benefits of the email content, as this is what motivates recipients to open the email. Focus on what the recipient will gain from opening the email, rather than what the sender wants to communicate.

For example, if the email contains a discount code, the preview text could say "Unlock exclusive savings with our discount code".

5. Personalize the Preview Text

Personalizing the preview text can increase the likelihood of the recipient opening the email. Use the recipient's name, location, or other relevant information to create a more personalized message. For example, "Hi John, get 20% off your next purchase in New York City!".

6. Test and Optimize

Testing and optimizing the preview text is key to improving open rates. A/B testing can be used to determine which preview text resonates better with the target audience.

Test different preview texts and measure their effectiveness by tracking open rates. Use the data to optimize the preview text and improve email marketing campaigns over time.

7. Avoid Spammy Language

Avoid using spammy language in the preview text, as this can decrease the email's deliverability and increase the likelihood of it being marked as spam. Avoid using all caps, excessive exclamation marks, or words such as "free", "limited time offer", or "act now". Instead, focus on creating engaging and informative preview text that provides value to the recipient.

8. Consider Mobile Optimization

With the majority of emails being opened on mobile devices, it is important to optimize the preview text for mobile screens. Keep the preview text short and sweet, as mobile devices display fewer characters than desktop screens. Use a clear and legible font size and avoid using images or symbols that may not display properly on mobile devices.

Perfecting email preview text is essential for improving email marketing campaigns. Keep the preview text short and sweet, relevant to the subject line, use actionable language, highlight the benefits, personalize the preview text, test and optimize, avoid spammy language, and consider mobile optimization.

By following these best practices, businesses can create more effective email campaigns that capture the attention of their audience and drive engagement.

It is important to remember that the preview text is the first impression that a recipient has of an email, so it should be crafted with care. It should accurately convey the content of the email while also being enticing enough to encourage the recipient to open it.

A well-crafted preview text can increase the open rate of an email, which in turn can lead to more clicks, conversions, and revenue for the business.

What Else Do You Need to Keep in Mind?

In addition to the best practices listed above, there are a few other tips to keep in mind when perfecting email preview text:

1. Use Numbers or Percentages: Using numbers or percentages in the preview text can grab the recipient's attention and make the message more concrete. For example, "Get 50% off your next purchase" or "Learn the top 5 ways to improve your productivity".
2. Use Emoticons Sparingly: Emoticons can be useful in adding some personality and emotion to the preview text, but use them sparingly and only when appropriate. Too many emoticons can make the preview text look unprofessional and detract from the message.
3. Use a Clear Call-To-Action: The preview text should have a clear call-to-action that tells the recipient what to do next. For example, "Click to read our latest blog post" or "Shop now and save".
4. Align with the Email Content: The preview text should align with the content of the email, as this helps to set expectations and build trust with the recipient. Avoid using preview text that is misleading or unrelated to the content of the email.
5. Use Language That Resonates with the Audience: The preview text should use language that resonates with the target audience. This may involve using industry-specific jargon or addressing pain points that are common in the industry. By using language that speaks to the recipient's needs and interests, the preview text can be more effective in capturing their attention.

Final Words

In summary, perfecting email preview text is a key component of successful email marketing campaigns. By following best practices such as keeping it short and sweet, using actionable language, highlighting the benefits, personalizing the preview text, testing and optimizing, avoiding spammy language, and considering mobile optimization, businesses can create more effective email campaigns that drive engagement and revenue.

Additionally, by keeping a few extra tips in mind such as using numbers or percentages, aligning with the email content, using clear calls-to-action, and using language that resonates with the audience, businesses can further improve the effectiveness of their email preview text.