Crafting Effective Preview Text

Grab Attention with the Perfect Preview Text

Want to boost your open rates? Craft a clever subject line and do not underestimate the power of strong preview text. Preview text is the snippet of text that appears next to or below your subject line in the inbox - it is your second chance to convince someone to open your email.

Why Preview Text Matters

The preview text works together with your subject line to create a compelling first impression:

• It provides additional context that the subject line alone cannot deliver

• It can increase open rates by up to 30% when optimized properly

• Many email clients display 35-140 characters of preview text

• Without custom preview text, email clients will pull the first text from your email body (often resulting in "View in browser" or other unengaging content)

Best Practices for Preview Text

1. Complement Your Subject Line

Your preview text should expand on your subject line, not repeat it. Think of them as a team:

• Subject: "Your exclusive offer inside" Preview: "Save 25% on your favorite items this weekend only"

• Subject: "Big news!" Preview: "We are launching something you have been waiting for"

2. Create Curiosity

Use preview text to pique interest and make readers want to know more:

• Ask a question

• Tease the content inside

• Create urgency without being pushy

3. Keep It Concise

Aim for 40-70 characters to ensure your message displays fully across different devices and email clients. See the Email Designs Overview for more.

4. Personalize When Possible

Including the recipients name or relevant details can increase engagement significantly.

Where to Find Preview Text Settings

In the Email Campaigns app, you can set your preview text in the campaign settings before sending. Look for the "Preview Text" field near your subject line settings.