7 Email Preview Text Mistakes That You’ve Likely Made and How You Can Fix Them

7 Email Preview Text Mistakes That You’ve Likely Made and How You Can Fix Them

What is preview text? 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. Preview text mistakes The email client pulls preview text from the initial copy you have in your email. So what’s the leading copy in your email? 1. It may be your preheader text. My grant approver and I are beyond a first name basis. 2. Perhaps it’s alt text for a logo. (P.S. If your alt text aligns with your message, this could be less of an issue.) Header cheese?! Blech. 3. Or maybe it’s informational text buried under an image-heavy email: An address. Booooooring. Bored. 4. Are you...
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Subject Line Hall Of Fame – @H2O_Plus

Subject Line Hall Of Fame – @H2O_Plus

There's still no substitute for a good ol' fashion subject line to get us excited about opening an email and engaging with a brand. @H2O_Plus is a great example of this. SL: Welcome to 2003 My immediate reaction was, whoa ... someone made a mistake. But when I opened the email I realized that the creative connected the product to the subject line in brilliant fashion. We must remember that writing subject lines takes time and skill. It should connect the brand and the CTA to the subscriber, and inspire your audience into opening your email. Don't make it the last thing you do before the button is pushed.  Make it special, make it a surprise, and most of all, make it unique. As always ... let me know what you think....
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