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Preview text is the copy that follows the subject line in many email client inboxes, both mobile and desktop. It’s another tool for recipients to screen their emails and determine which are worthy of an open. Preview text also provides savvy email marketers an opportunity to stand out in the inbox, engage the recipient, and build brand awareness even if they don’t open. But if you don’t control your preview text, it may harm your open rates.
The email client pulls preview text from the initial copy you have in your email. So what’s the leading copy in your email?
My grant approver and I are beyond a first name basis.
Header cheese?! Blech.
An address. Booooooring. Bored.
No need to open this email because everything I need to know is right here: URL, offer, coupon code, shipping terms.
Looky, I can do it too: season Presents returns list Sale store xmas festivus family oh someone please help me
Yes, I will unsubscribe, thank you.
Yeah, hacks and hacks for days. We got it.
“Popular” can mean many things. The preview test provides legitimacy and adds to the intrigue.
Your character count should be around 40 to 50 characters. Don’t forget to render test across email clients to make sure the preview text doesn’t truncate at odd places, and that it actually works.
… should build on your subject line.
… can be made visible in the inbox but hidden when the email is opened.
… can be detrimental if not accounted for.
… can be beneficial if accounted for.