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...