Ever wonder why some emails get opened faster than a pizza box at a Super Bowl party, while others languish unread in the dark abyss of the inbox? It’s not all down to the subject line – preview text matters just as much. Think of it as the subject line’s little helper, working behind the scenes to boost your open rates. Ok, let's get going!
What is Preview Text?
Preview text is that sneaky little line of text that appears right next to or below your email subject line in the recipient's inbox. Think of it as the wingman to your subject line – while the subject line grabs attention, the preview text seals the deal by giving a sneak peek into the email's content. It’s your chance to entice, intrigue, and ultimately, get that email opened.
Do You Really Need Preview Text?
In short, heck yes! Here’s why:
- First Impressions Matter: Preview text helps shape the reader’s first impression. It’s your chance to hook them in and build curiosity.
- Stand Out in a Crowded Inbox: With countless emails vying for attention, preview text gives you that extra edge.
- Reinforce Your Message: It supports and elaborates on your subject line, offering more context or a compelling reason to click.
Adding Preview Text to Your Email
Using an Email Service Provider (ESP)
Most modern ESPs like Mailchimp, Constant Contact, and Campaign Monitor offer a built-in way to add preview text. It’s as simple as finding the preview text field (usually near the subject line field) and typing away your captivating teaser.
Manually Adding Preview Text in HTML
If you're ESP doesn't offer an built-in way, or you just like to get your hands dirty with code, you can add preview text with HTML, here’s how you do it:
- Open your email’s HTML code.
- Add a snippet of text in the
<head>section. This text won’t be visible in the body of your email but will show up in the preview. Here’s a handy code snippet:
<html>
<head>
<style type="text/css">
.preheader { display: none; max-height: 0px; overflow: hidden; }
</style>
</head>
<body>
<div class="preheader">This is your preview text. Make it catchy!</div>
<!-- Your email content here -->
</body>
</html>Customize your preview text within the <div class="preheader"> tags.
Voilà! You’ve just added preview text to your email!
What If You Don’t Add Preview Text?
Skipping preview text is like serving a gourmet meal without an appetizer – it’s a missed opportunity to whet the appetite. Without it, email clients will pull random bits of text from your email, often resulting in a jumbled or unappealing mess. Think “Click here to unsubscribe” or “View this email in your browser” – not exactly a tantalizing teaser!
This is a common mistake that even big brands make. We see it in our inbox all the time! Emails with preview text that’s clearly auto-generated or just plain missing. It’s a little detail, but it makes a big difference.
Tips and Tricks for Awesome Preview Text
Keep It Short and Sweet
You’re working with limited space here (typically 35-90 characters), so make every word count. Be concise but compelling.
Complement the Subject Line
Your preview text should enhance and build on your subject line. If your subject line is “Flash Sale: 50% Off Everything!”, your preview text might be “Today only – don’t miss out on these amazing deals!”
Create Urgency
Phrases like “Limited time offer” or “Only a few left!” can spur your readers into action.
Personalize It
Adding a personal touch, like the recipient’s name or location, can make your email feel more relevant and engaging.
Test, Test, Test
A/B testing isn’t just for subject lines. Experiment with different preview texts to see what resonates best with your audience.
Avoid Redundancy
Make sure your preview text isn’t just a repeat of your subject line. Use it to add value and provide additional context.
The Devil's in the Detail
Preview text might seem like a small detail, but it packs a punch when it comes to boosting your email open rates. By taking a few minutes to craft an enticing, complementary snippet of text, you’re setting the stage for your email to shine. So go ahead, give your emails that extra sparkle and your open rates will thank you.
0 Comments