What is Preview Text in Email Marketing?
Preview text, also known as preheader text, is the snippet of text that appears next to or below the subject line in your recipient's inbox. It provides a glimpse into the content of the email, which can significantly influence open rates. Ignoring preview text can be a critical mistake in a well-rounded
email marketing strategy.
Why is Preview Text Important?
Preview text serves as a
secondary hook to entice recipients to open your email. Just like a compelling subject line, effective preview text can boost your
open rates and improve overall email engagement. It acts as an extension of your subject line, offering more context and encouraging the recipient to read more.
Consequences of Ignoring Preview Text
Ignoring preview text can lead to a series of negative outcomes: Lower Open Rates: Without engaging preview text, your email may not stand out in a crowded inbox, leading to lower open rates.
Poor First Impressions: Default text such as "View this email in your browser" may appear, making your email seem less professional.
Missed Engagement Opportunities: Effective preview text can highlight key offers or
call-to-actions, driving immediate engagement.
Best Practices for Writing Preview Text
To avoid the pitfalls of ignoring preview text, consider the following best practices: Keep it Concise: Most email clients display around 40-90 characters of preview text. Make sure your message is clear and concise.
Complement the Subject Line: Use the preview text to expand on or complement the subject line, providing additional context or intrigue.
Include a Call-to-Action: Encourage immediate action by incorporating a
call-to-action in your preview text.
Avoid Repetition: Ensure the preview text doesn't simply repeat the subject line. Offer new information or a different angle.
Use Personalization: Personalized preview text can make your email feel more relevant to the recipient.
Examples of Effective Preview Text
Here are some examples of effective preview text: For a Sale: "Hurry, limited-time offer inside! Save up to 50% on your favorite items."
For a Newsletter: "Discover the latest trends and tips in our October newsletter."
For an Event: "Join us for an exclusive webinar on digital marketing strategies."
How to Implement Preview Text in Your Email Campaigns
Most
email marketing platforms allow you to easily add preview text when you create your email. Look for a field labeled "preview text" or "preheader text" during the email creation process. If your platform doesn’t offer this feature, you can manually add it to the top of your email's HTML code using a hidden text technique.
Conclusion
Ignoring preview text in your email marketing campaigns can lead to missed opportunities and lower engagement. By understanding its importance and following best practices, you can create compelling preview text that complements your subject line and encourages recipients to open and engage with your emails. Don't overlook this small but powerful element in your email marketing strategy.