What Are Email Previews?
Email previews refer to the brief snippet of text that is displayed alongside the subject line in the recipient's inbox. This preview text provides additional context and can influence whether the email is opened. It is a crucial element that can determine the success of your email marketing campaign.
Why Are Email Previews Important?
Email previews are important because they offer a sneak peek of the email's content, thus playing a significant role in the
open rates. An enticing preview can capture the reader's attention and encourage them to open the email. Conversely, a poorly crafted preview can result in your email being ignored or even marked as spam.
How to Optimize Email Previews?
Optimizing email previews involves crafting a compelling and relevant snippet that complements the subject line. Here are some tips to optimize your email previews:
Keep It Short and Sweet: Aim for 40-50 characters to ensure it fits within the display limits of most email clients.
Add Value: Make sure the preview text offers value or hints at the benefit the reader will gain by opening the email.
Avoid Redundancy: Don’t repeat the subject line; instead, provide additional information that complements it.
Use Action Words: Encourage action by using words like 'discover', 'learn', 'get', etc.
Personalization: Incorporating the recipient's name or other personalized information can make the preview more engaging.
Technical Considerations
Different
email clients have varying display rules for preview text. For instance, Gmail may show more characters than Outlook. Therefore, it’s essential to test your email in multiple clients to ensure the preview text appears as intended. Tools like Litmus or Email on Acid can help you with these tests.
Best Practices
Here are some best practices to keep in mind while creating email previews: A/B Testing: Experiment with different preview texts to see which one performs better.
Consistency: Ensure that the preview text aligns with the overall theme and content of the email.
Avoid Spam Triggers: Steer clear of words and phrases that might trigger spam filters.
Clear and Concise: Clarity is crucial. Make sure your message is easily understandable.
Common Mistakes to Avoid
Here are some common mistakes to avoid when crafting email previews: Overpromising: Don’t promise something in the preview text that the email content doesn’t deliver.
Being Too Vague: Avoid cryptic or overly generic text that doesn’t give any clue about the email’s content.
Ignoring Mobile Users: Ensure your preview text is optimized for both desktop and mobile views.
Conclusion
Email previews are a small but mighty component of
email marketing. By paying attention to these snippets, you can significantly improve your open rates and overall campaign success. Always remember to test, analyze, and refine your previews to keep them effective and engaging.