You and your team know the importance of writing a catchy, engaging subject line. Without that hook, many contacts in your database may not open your messages. But as important as the subject line is, there is another bit of text that can tip your metrics higher: Preview text.

What is it?

It’s the text that shows up after the subject line in most desktop and mobile email clients. It can be smaller, maybe it’s a slightly less contrasting color. In most desktop clients, around 100 characters are displayed. On mobile, only about 40-50 characters render. Despite the short nature of the text, when taken advantage of it can boost your metrics.

Why is preview text important?

Everyone wants to improve open rate. By just adding a few extra words offers you the opportunity to grab your recipient’s attention to open your email. By enticing your recipients with more content regarding your email topic, the more likely they’ll be to open email and less likely to report it as spam.

Here are a few ways to optimize preview text right away and start improving your open rates immediately:

  1. Don’t leave it blank. If you don’t choose any text, whatever software you’re using to send your emails may provide it for you. Without your input, it may default to half a link, some random letters pulled from HTML or other little bits of text that may not be catchy or relevant to the overall message. By selecting anything as preview text yourself, you will already be at an advantage.
  2. Include a call to action. Use preview text to define your goal. Tell them what you want them to do or express urgency/timeline. Add context to your subject line: Subject Line = Contest Open Now/ Preview Text: Deadline to register is Feb. 18.
  3. Don’t repeat yourself. Refrain from using the same text as your subject line. There is a temptation to just reuse, or closely replicate a subject line into the preview text box. However, the preview text box provides the perfect opportunity to
    1. Give direction to the contact: Register for our webinar series now.
    2. Show off some personal style: Test out how emojis impact your open rates without creating a spam risk in the subject line
  4. Keep it short. Ensure your preview text is short and sweet and cuts right to the chase. Try to keep it around 40-50 characters to optimize for mobile users.
  5. Testing preview text. Getting to the best preview text for your audience will take time and testing. By testing different words and styles, you can really hone in on what your audience responds to and generate even more interest in your emails overall. It may take time but developing catchy messaging in all available areas of an email will create lasting good impressions on your database and encourage growth in your contact list as well.

If you keep these key takeaways in mind when you are creating your preview text, you will see the benefits of optimizing your efforts. Need assistance? Relationship One is here to help!