Email-preview text is the line of text that a recipient can see right beneath the subject line of a received email. It’s your subject line’s best friend and supports the subject line for optimum open rates. In order to reap its benefits, see our dos and don’ts of email-preview text below!
Your email-preview-text strategy
There are two common ways that a marketer will use email-preview text. One, to make it clear to the recipient what the email is going to be about. Or two, to include a CTA (call to action).
Dos and don’ts of email-preview text
Not all email clients show email-preview text in the same way (if at all)! So, the most important “DON’T” that deserves to stand away from the rest is, “don’t use the preview text to complete your subject line.” Email-preview text should only be used to complement the subject line. If not, and the preview text isn’t shown, your subject line won’t make any sense.
Subject: “Book your…”
Preview Text: “…seats now!”
Do – Add a specific product (CTA) that might interest the recipient.
Subject: “10% off your next purchase!”
Preview text: Get your summer bikini now!👙
Do – Get personal!
Subject: “New online courses released today”
Preview text: – Jennifer, learn all about Email Marketing.
Do – Give extra details that benefit the reader!
Subject: “Free shipping, today only!”
Preview text: “For orders over $50…”
Do – Compliment a rhetorical question!
Subject: “Do you find yourself falling behind at work?”
Preview text: “New time management course released today”
Do – Give an overview of what the email is about.
Subject: “Covid-19 updates!”
Preview text: “How does Covid affect our business and our commitment to you?”
More don’ts 🤨
Don’t – Answer the question in the subject line.
Subject: “When are we open for business?”
Preview Text: “We will re-open Monday 22nd June.”
Don’t – Repeat the same message in the subject line.
Subject: “Holiday sales start Friday.”
Preview Text: “On Friday, holiday sales begin.”
Don’t – Make an unintentional negative word association error.
Subject: “Book your flight now!🌴”
Preview Text: “Prices are falling rapidly”
- Carry out A/B testing.
- Use Emojis! 🤗🎉👗🩰🏓🍕🍔
- Follow the same rules as your subject line, and stay away from danger words and phrases.
- Don’t write in ALL CAPS or overuse punctuation! Etiquette, please!
Character limits for email-preview text *the most popular!
Therefore, the next time you’re writing your email copy, dedicate a little time to your subject line and email-preview text. At the end of the day, they are both your first and only opportunity to entice the reader, don’t fall at the first hurdle.