- HoneyHat

Email preview text Definition

In the recipient’s email inbox, you will see a preview of next to or beneath your subject line.

This is like an email teaser, which clarifies the purpose of your email marketing campaign and encourages the reader open it. In Gmail they call it a “snippet”, and in Outlook, a “message pre-view.”

Most email clients are compatible with preview texts. They display your first line in most cases. If you are using email service such as Moosend, Mailchimp or Moosend, you can alter this text to something that will grab the reader’s interest.

Here are two examples.

Calvin Klein is a mixture of both. After selecting the preview text, the content of the email is displayed. Burt’s Bees added a blank area to make the layout more aesthetically pleasing.

Email Preview Vs. Preheader Text

What’s the difference between them?

Although they are often used interchangeably, preview and Preheader Text are not the exact same thing. Preheader text appears at the top your email and requires someone to open it.

If you do not change your preview text as mentioned above, your preheader will be displayed next to the subject line.

You can use your email marketing software or some coding to hide the preview text from the content and highlight what will increase open rates, click throughs and conversions.

How long should your email preview text be?

The ideal email preview text is between 40 and 140 characters. You don’t need a long preview. Instead, you want a concise and short text that clarifies the purpose of your marketing email campaign.

Keep in mind, too, that the preview text can vary depending on your email client and device. To ensure that your email list can see it, we recommend creating text that is between 50 and 80 characters long.

What Should you write in your preview text?

Remember that not all email clients will display your preview text. This means you shouldn’t include any important information in your preview text that you might add to the subject line.

You don’t want your subject line to be dependent on it. Use your preview text instead to give your recipient more reasons to open your message.

You can, for example, create email previews to:

Insert the following CTA for a specific product:Get 50% Off Today!
Inspire your subscribers’ curiosity: Discover how to keep your home clean using our secret hack.
Create urgency in your campaign:24-hour sale on sitewide.
Get free shipping for all orders.
Personalize your message:[Name], enjoy 20% off on [product] today only!

Let’s now see how you can insert your text in your campaign.

Add a preview text to your email

Use this code for the preview text in your HTML email.

You can preview your text here

You can add a blank line after the preheader if you do not want it to appear in your inbox next to the preview text and confuse your readers. This trick was suggested by Litmus. This is what’s known as hidden preview text.

This slight change doesn’t appear to affect deliverability. There are even signs that this slight twist improves deliverability, giving your customers a better service.

Tweaking your preview text with Moosend

If HTML isn’t your first language and you want something simpler to streamline your email-marketing efforts, then Moosend will do. This tool makes it easy to add a preview.

You will be directed to “Set Basic Settings” after you have started a new campaign. There you can fill out the email preview. This is an example of a Christmas Newsletter:

Sign up for a Moosend Account today if you are looking for a platform that automates your emails with pre-made templates and unique features.

How do I add a preview in Gmail

You will need to edit the HTML code of your email in order to add preview text. How to do it?

Click Inspect. A new window will appear where you can modify the HTML code of the email that you are about send.
Next, click on the HTML code. then select edit with HTML.
You should always include the subject line of your email before the body (content).

Add the following HTML CODE

: ”

You can preview your text here

”
Enter the desired preview, close or enter the additional window and HIT SENDER!
Always test your changes to HTML elements on your browser. Send a test message to friends to check if the email works.

Add a preview text in Outlook

It is possible to add a preview in Outlook email in the same way as Gmail.

Add the HTML code to your email by editing the HTML.

Best Practices for Email Preview Text

How can you create a text to complement your subject line so that subscribers will see your message when they open their email?

Consider these tips for creating the best preview text in your email:

1. Select the correct preview text length

Not all email providers adhere to the same rules in regards to preview text.

You can limit your to 80 characters, which is the standard limit for many clients.

Keep in mind, too, that many users are likely to see your preview on their mobile device. You can also give them a great experience by keeping your text short and concise.

Below, you can find the maximum size of the most popular email clients.

Apple iPhone : (vertical), (horizontal) 81
Apple Mail :140
Gmail: 97 (for web), 90 (for iOS)
MS Outlook : 35 for Windows, 55 (for Mac).
Yahoo: 50 (for mobile)

2. Email subject line: Connect with us

A good preview text will follow the subject line. If you are offering a freebie for your loyal customers, add “gift” to the subject line. The preview text can then explain what they will receive.

Remember to not do it the other way around. It is important to use a subject line that will help subscribers understand your campaign’s goal and grab their attention. Your preview text could also disappear with certain providers. This would make the final result confusing for your readers.

3. Customize as you please

Personalized marketing has become the foundation of today’s successful customer communication. If you make your customers feel like the message is only for them, they will show greater interest and trust.

If you want to make your readers feel good about themselves, place their name in the preview text. Then watch how they react. You’ll be impressed.

4. Create a call to action

adding a sense urgency can sometimes be all that you need to get the reader’s attention. You can motivate your readers to act quickly by setting a deadline for them.

Add an action verb to the preview text, and make it a CTA. This will help the reader understand the CTA right away.

5. Use A/B testing to improve performance

A/B Testing is a great way to test two versions of your email part to see which one performs better. This method allows you to test two different versions of a part in an email and determine which one is most efficient.

Test different combinations of email subject lines and preview texts and choose the one that works best for you and your audience.

6. Fun and engaging

Dare to use your favorite emoji to enhance your content if you feel it suits your brand and writing style.

Consider how your design and copy flow with your other emails to provide a consistent user experience for your readers. This will boost your conversions.

5 Great Email Preview Text Examples

Look at these examples of preview text to get some inspiration before you begin building your new email campaign:

Example#1: H&M

Subject Line: Shipping is free for orders over $25!

Preview Text: Not yet a member of the site? Join today for free!

In this example, H&M introduces their free shipping incentive in order to attract readers’ attention and inform them about this amazing perk.

In the preview text they encourage the subscribers to sign-up for free in order to increase conversions. This is a winning combination!

Example#2 : The Natori Company

Save 30% on Fall Favorites

Preview text: Use COZY code at checkout.

Here is an example of a promotional campaign by Natori. The marketer has decided to include a guideline on how subscribers may claim their discount in the preview text.

This is an effective practice for brands who want to help their subscribers and increase conversions.

MasterClass Explanation#3

Subject line: Here is my class on developing a winning mentality

Preview Text Help me overcome your fears and unlock your potential.

Lewis Hamilton is a great source of information for personal development.

Masterclass was able to get readers to open emails by changing the sender name and adding a preview text that addressed the reader directly. Clever, right?

Example#4: MeUndies

Subject line: The Simpsons crashed the site. It’s back now!

Preview Text Walk-run to shop for this new collection

Want to let your customers know that one of your most popular products is now in stock? Do it like meUndies.

This preview text is a call to action that will increase the urgency of the message and encourage the reader to act. The donut emoji adds to the deliciousness of this message.

Example#5: Rothy’s

Subject Line: Are you travel ready?

Preview text: Travel in style!

The answer and question pattern is one of the most common subject lines/preview texts.

Use the preview text as a reply to a rhetorical question or literate one. This works every time, as in the email sent by Rothy’s.

Email preview text FAQs

We’ll answer some of the questions you have about email preview text before we say goodbye.

1. What is an email preview?

You’ll see it next to or beneath the subject line of an email in your mailbox. This text works together with the subject to convey your message and increase the open rate.

2. How long should the preview text be?

The character limit depends on whether you are using Yahoo, Outlook or a mobile device. The character limit ranges from 40 to 140, with an average of 90 characters.

3. Why should I include a preview in my email message?

The preview text in your email will grab the attention of your subscribers and increase your email opens and sales. You may get a “broken text” that is retrieved from the email body, which can negatively impact the user’s experience.

The post email preview text: Definition, tips & examples [2023] first appeared on Email marketing automation platform for thriving businesses.

Author: Alexandra Marinaki

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