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How to create great email preview text

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Creating great email preview text, also known as the preheader or snippet, is essential for enticing recipients to open and engage with your emails. The preview text appears alongside the subject line in the email client’s inbox, providing a brief glimpse of what’s inside. Here are some tips to create compelling email preview text:

  1. Keep it Concise: Email preview text is limited in length, typically around 35-140 characters depending on the email client. Make every character count by crafting a concise and compelling message. Aim for a preview text that can be easily scanned and understood at a glance.
  2. Complement the Subject Line: The preview text should complement and enhance the subject line, providing additional context or information. It should work in tandem with the subject line to grab the recipient’s attention and entice them to open the email. Avoid duplicating the subject line or leaving the preview text empty.
  3. Highlight Value or Benefit: Use the preview text to convey the value or benefit that recipients can expect by opening the email. It could be a teaser about a limited-time offer, a snippet of an exclusive content piece, or a compelling reason to take action. Focus on what’s in it for the recipient to generate interest.
  4. Create a Sense of Urgency: Incorporate words or phrases that create a sense of urgency or FOMO (fear of missing out). Limited-time promotions, deadlines, or exclusive offers can be effective in motivating recipients to open the email right away. However, ensure that the urgency aligns with the content inside the email to maintain trust.
  5. Personalize When Possible: If you have access to recipient data or segmentation, consider personalizing the preview text. Include the recipient’s name or reference their previous interactions to make the email feel more relevant and personalized.
    Personalization can grab attention and increase the likelihood of engagement.
  6. Test and Optimize: Perform A/B testing with different preview text variations to see which ones perform better in terms of open rates and engagement. Experiment with different approaches, tones, or calls to action to understand what resonates best with your audience. Continuously optimize your preview text based on data-driven insights.
  7. Avoid Spammy Language: Steer clear of spammy or overly salesy language in the preview text. Avoid using excessive punctuation, all caps, or phrases that may trigger spam filters. Focus on delivering a genuine and compelling message that resonates with the recipient.
  8. Consider Mobile Optimization: Remember that a significant portion of email opens occur on mobile devices. Keep the preview text concise and make sure it is optimized for mobile viewing. Test how the preview text appears on different mobile devices and email clients to ensure it is displayed effectively.

By following these tips, you can create engaging and persuasive email preview text that grabs recipients’ attention, increases open rates, and encourages them to take the next step of opening your email.

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