Definition
Preview text, also known as the preheader, is the short snippet of text that appears next to or beneath the subject line in an email inbox. It provides a preview of the email’s content and plays a key role in encouraging recipients to open the message.
Why It Matters
Preview text serves as an extension of the subject line, offering additional context and increasing the likelihood of engagement. A well-crafted preview text can:
- Improve open rates by adding more information or intrigue.
- Complement the subject line by reinforcing its message.
- Provide clarity, especially if the subject line is vague or playful.
- Offer mobile optimization, ensuring emails stand out on smaller screens.
Key Components of Effective Preview Text
- Length – Typically 35-140 characters, depending on the email client.
- Clarity & Relevance – Clearly communicates what the email is about.
- Engagement Factor – Sparks curiosity or offers value to the recipient.
- Complementary to Subject Line – Works together with the subject line rather than repeating it.
- Call-to-Action (CTA) – Encourages the reader to take the next step.
Best Practices for Writing Preview Text
- Keep It Concise & Compelling – Stay within the ideal character limit and make every word count.
- Avoid Repetition – Don’t just duplicate the subject line; add new information.
- Create Urgency or Curiosity – Use action-oriented language to encourage opens.
- Personalize When Possible – Incorporate recipient names or preferences.
- Optimize for Mobile – Ensure it displays well on different devices.
- Test Different Variations – A/B test preview texts to see what resonates best with your audience.
Real-World Example
Subject Line: “Your Exclusive 20% Off Ends Tonight!”
Preview Text: “Grab your discount before midnight – shop now and save big!”
In this example, the preview text enhances the subject line by reinforcing urgency and providing a clear action step.