The snippet of text displayed in a recipient's inbox, giving a preview of the email's content.
What is a preview text in email marketing?
Preview text in email marketing is a short summary text that follows the subject line when an email is viewed in the inbox. It is also known as preheader text. This preview text provides a glimpse of the content inside the email before it is opened, giving the recipient an idea of what the email is about. It plays a crucial role in the recipient's decision to open the email or ignore it.
The preview text is typically about 35-140 characters long, depending on the email client. It's an opportunity for marketers to engage the recipient and encourage them to open the email. It should be compelling and relevant to the subject line and the content of the email. If the preview text is not specified, the email client will automatically pull from the body of the email, which may not always provide a meaningful or engaging preview.
Why is preview text important in email marketing?
Preview text is crucial in email marketing as it serves as a first impression of your email content. It appears next to or below the subject line when an email is viewed in the inbox. This small snippet of text can significantly influence whether a recipient opens the email or not. If the preview text is compelling and engaging, it can increase the open rates of your emails, leading to higher engagement and potentially more conversions.
Moreover, preview text provides a brief summary of the email content, allowing recipients to decide if the email is relevant to them. It can also create a sense of urgency or curiosity, encouraging recipients to open the email. In addition, it can help in bypassing spam filters if it contains relevant and non-spammy content. Therefore, a well-crafted preview text can significantly enhance the effectiveness of your email marketing campaigns.
How to optimize preview text for email marketing?
Optimizing preview text for email marketing involves several key strategies. First, it's crucial to keep the preview text concise and engaging. It should provide a brief summary of the email content, enticing the reader to open the email. The preview text should be relevant to the subject line and the content of the email, and it should include a call to action. It's also important to consider the length of the preview text, as different email clients display different amounts of text.
Secondly, personalization can significantly improve the effectiveness of your preview text. Using the recipient's name or other personal information can make the email feel more relevant and engaging. Additionally, testing different versions of your preview text can help you understand what works best for your audience. A/B testing different preview texts can provide valuable insights into what kind of language and messaging resonates most with your audience. Lastly, avoid using spammy language or all caps in your preview text, as this can lead to your email being marked as spam.
What should be the ideal length of preview text in email marketing?
The ideal length of preview text in email marketing can vary depending on the email client and device used by the recipient. However, a general rule of thumb is to keep it between 40 to 90 characters. This length is typically enough to provide a concise summary or teaser of the email content without being cut off in most email clients.
It's important to note that the preview text should be compelling and relevant to encourage the recipient to open the email. It should complement the subject line and provide additional context or information. Remember, the goal is to entice the reader to open the email and take action, so the preview text should be carefully crafted to achieve this.