February 21, 2018

Email Preview Text: The best secret weapon you probably haven’t been using

By Ella Wilson

email preview text tips
Your email preview text works almost like a second subject line. Make sure you’re maximizing it with these tips.

If your company reaches its customers by email marketing, you probably already know about how important subject lines are to your open rate. (And if you don’t, in a nutshell, great subject lines = higher open rates.)

But did you know that email preview text works the same way?

What is email preview text?

Email preview text is what pops up under the subject line in a customer’s inbox. Along with the subject line, it gives viewers a peek into the content of the email.

Don’t write preview text at your own peril

If you don’t write preview text specifically, most email servers will pull in the first couple lines of the email itself to use as preview text. Which is why you need to write the preview text specifically for that purpose. Because when it’s left up to the email engines, all kinds of wonky stuff like image alt text can get pulled in. That’s just a waste of very high-profile marketing real estate.

Good news Infusionsoft users – Infusionsoft’s latest update includes a new preview text editor in the campaign builder! You can read more about that here.

Subject lines + preview text = 1-2 power punch

Your subject lines and preview text are going to be read one after the other, so use that to your advantage! Ever been peeved that you had to make your subject line so short? This is your chance to add in that tempting info you had to leave out.

Character counts

First off, you only have between about 40 and 90 characters to use for email preview text. Each email client sets its own limits for how much it shows in the preview, from 140 characters in Apple mail down to 35 in Outlook 2013. Unfortunately, your customers will be using a wide variety of different email clients, so you can’t write to a specific character count. But you can shoot for somewhere in the middle – 40-50 is a good start.

Start strong

That being said, if you’re not sure exactly where your email preview text will cut off, start strong. You can be sure that at least your first 35 characters or so will show up as email preview text, so make those characters count with a catchy, powerful message.

Call to Action

Your preview text is a prime spot for a call to action that tells your customers what you want them to do. “Click here to find out” or “Get your coupon inside” are subtle ways to inspire action.

Don’t give it all away

No one is going to open an email if they already know what’s in it. Make sure your preview text isn’t a “spoiler.” But do give enough information to tempt people into opening.

BUT – if you’ve got something truly great inside, let it be known!

Giving away a $1000 product for free in your email? By all means, shout about it, either in the subject line or the preview text. Ideally, you want all of your emails to include incredible value for your customers, but in reality, that’s just not always the case. When you’ve got something good, show it.

Hide the preview text in the body of the email

When you “hide” your preview text, that means it won’t show up when someone has opened your email and is actively reading it. This is a good idea, because if you don’t, your preview text can push the best part of your email below the fold.

Let us write email preview text that WOWs!

We’d love to help you craft conversion-centric email copy and preview text. Find out what we can do for you with a FREE 1-hour consult. Get started by giving us a call at 877-236-9094 or visiting our website at www.GetUwired.com now!



About Ella Wilson

Ella WilsonElla Wilson is GetUWired’s “Queen of Words.” This world-class marketing copywriter is a former journalist and travel writer who’s spent the last decade weaving gripping tales for publications coast to coast. She’s got her finger on the pulse of today’s marketing trends. Notable clients who have been graced with her powerful prose include FUBU founder and Shark Tank star Daymond John, self-help star and Emmy-award winner Rhonda Britten, and New York Times bestselling author Dr. Daniel Amen.