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Perfecting Your Email Preview Text

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Not positive what email preview textual content is and learn how to add it to your emails? We’ve received you coated.

When measuring the success of your email marketing campaign, one of many first considerations is ensuring the email you ship discovered its manner into the inbox (a sure space we wish to assume we all know a bit of bit about).

Once your email lands within the recipient’s inbox, the subsequent most essential factor is grabbing your recipient’s consideration in a manner that drives them to open your email. You’re possible spending a great deal of time crafting your topic line to attain this, however do you know your topic line isn’t your solely alternative to affect at this stage?

What is email preview textual content?

The preview textual content is a second piece of actual property that helps affect why your recipient ought to open. (Think of your preview textual content as your supporting topic line).

The preview textual content–generally known as preheader textual content–is the copy to the proper of your topic line.

Opens are a high conversion and messaging KPI, so contemplating and spending time in your preview textual content may also assist drive opens and engagement along with your recipients.

The following submit supplies extra rationalization about preview textual content, learn how to customise it to your emails, and a few greatest observe ideas to make sure they’re efficient!

What’s the distinction between preview and preheader textual content?

The phrases preview textual content and preheader, whereas typically used interchangeably, will not be precisely the identical factor.

The preheader is the little bit of textual content you’ll typically see above the header in an email which features a small piece of messaging. This is mostly used to regulate what exhibits up within the preview textual content, or topic line supporting textual content inside the inbox.

But it’s also possible to conceal after which customise the preheader textual content from the physique of an email, and nonetheless have it present up alongside the topic line.

To do that we use the next little bit of code:

Email preview textual content examples

Your preview textual content is a good alternative to incorporate secondary messaging to a brief, attention-grabbing topic line (brush up in your topic line greatest practices right here). It can also be one other good thing to check, check, check. For instance, for those who’ve zeroed in on an awesome “abandoned cart” email topic line, see for those who can have an effect on a stronger open charge with extra messaging inside your preview textual content.

Here are a few of my favourite topic line/preview textual content combos from a few of our prospects. Again, the preview textual content is the copy on the far left and to the proper of the topic line:

Notice that the preview textual content above all combines urgency and wit, together with clear explanations and expectations of what the consumer can count on as soon as they open the email.

How lengthy ought to email preview textual content be?

Your email preview textual content ought to be wherever from 40-140. The vary of what’s displayed relies on the email shopper and gadget your recipient makes use of.

With that vary, we suggest you retain your email preview textual content round 50-90 characters. This will guarantee recipients can learn the complete message on most units and inboxes.

Email preview textual content greatest practices

Your preview textual content is de facto simply one other alternative to message alongside your topic line. While preview textual content is supported by most main email purposes, the character depend they present does range, so it’s typically a good suggestion to:

  • Keep preview textual content on the shorter aspect
  • Include details and buzzwords in direction of the entrance
  • Include a way of urgency name out

Finally, like every other piece of content material in your emails, the preview textual content is one other variable which you can (and ought to be) continually testing. For extra on A/B testing greatest practices, try our A/B Testing Best Practice Guide.

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