They are saying, “You by no means get a second probability to make a primary impression.” I’m not precisely positive who ‘they’ are, however I agree with them on this case.

In e mail, your first impression comes from three components: the sender or ‘from’ identify, the topic line, and the preview textual content. Everybody remembers the ‘from’ identify and topic line, as your e mail service supplier (ESP) received’t allow you to ship an e mail with out them. However preview textual content is an entire completely different state of affairs. And when you overlook it, you’re leaving that piece of your first impression as much as the whims of your subscriber’s e mail shopper.

On this submit, you’ll discover ways to take management of your preview textual content to make sure your e mail’s first impression is flawless.

What the heck is e mail preview textual content?

Preview textual content is the little bit of textual content under or subsequent to an e mail’s topic line within the inbox that offers additional perception into what’s inside the e-mail. We’ll use the time period ‘preview textual content,’ however you would possibly see different names for it, too:

  • Gmail refers to this as Snippets
  • Apple Mail refers to it as a preview
  • Outlook calls it a Message Preview

It doesn’t matter what it’s known as, this copy is the preview textual content. Right here’s an instance of what preview textual content seems like:

Gmail inbox showing preview text examples
Preview textual content in Gmail

Preview textual content is nicely supported in all e mail shoppers today (a minimum of those based mostly in america). Most e mail shoppers present e mail preview textual content by default, which suggests it’s a broadly obtainable solution to join together with your subscribers and assist your topic line.

However, the mechanics of how e mail shoppers pull this content material is dependent upon the e-mail shopper itself and the subscriber’s inbox settings. 

Whereas e mail shoppers usually pull preview textual content from the primary strains of copy in your e mail, there are just a few that may pull it from a picture ALT textual content. In uncommon circumstances, e mail shoppers generate preview textual content from code corresponding to <a> tags. Though, code being pulled in isn’t as widespread because it was.

Examples of preview text rendering differently in different inboxes
Examples of preview textual content rendering in another way in several inboxes


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What does your preview textual content seem like?

See what reveals up by previewing your emails in over 100 e mail shoppers, apps, and gadgets—with Litmus E mail Previews. And make sure you ship the right preview textual content for each e mail in each inbox.

Learn more →


Why is e mail preview textual content necessary?

You will have restricted house (and time) to persuade subscribers to open your e mail, so each character counts. Right here’s how e mail preview textual content improves your subscriber expertise and boosts efficiency.

Will increase open charges

E mail preview textual content helps you to add extra context to your topic line, which might enhance your e mail open charges.

Don’t imagine us? Do some preview textual content testing of your individual. Autoplicity noticed nearly an 8% increase in their open rates after they began utilizing preview textual content. And WeddingWire noticed a 30% improve in click-through charges by testing theirs.

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E mail preview textual content that explains what else is within the e mail

Builds anticipation and units expectations

Your e mail preview textual content can construct in your topic line to drag subscribers in additional and additional. For instance, in case your topic line proclaims a sale, the preview textual content can say ‘as much as 60% off!’ or ‘Now by means of Friday’ to assist subscribers perceive what they’ll see inside the e-mail.

Anthropologie - Our Love Language = 40% Off on the App + 4 more...can you guess 'em all?
The topic line reveals one deal, however the preview textual content hints at extra

Enhances personalization and relevance

E mail preview textual content feels a bit like a observe tacked onto a regular topic line, which suggests you possibly can lean into that non-public feeling and add a reputation or related particulars based mostly on a subscriber’s actions.

example of preview text from WeddingWire

Strengthens model voice and messaging

Is your model simple or playful? Do you make jokes or speak stats? The preview textual content is more room to flex your model’s tone. When you need assistance getting your level throughout, Litmus Assistant’s AI tone-of-voice editor may also help.

Pizza Hut - Raise your hand if Melts have you like (Emoji). Biiiiiiiiiig same.
The model of your preview textual content copy ought to match your model and viewers

The distinction between preview textual content vs. preheader textual content

What about preheader textual content? Some entrepreneurs use these phrases interchangeably, however they’re truly two various things.

  • Preview textual content reveals up within the inbox, proper after the topic line
  • Preheader textual content is the textual content that reveals up in your e mail above your header space (therefore why it’s known as preheader)
Exaple of preheader text reading "Forecast: sandals all day, every day"
Instance of an e mail with preheader textual content “Forecast: sandals all day, day by day.”

Prior to now, hiding content material in your e mail was seemed down upon and thought of not good observe. The preheader textual content needed to be seen in your e mail to not land within the spam folder. However as e mail has advanced, hidden content material has turn out to be way more widespread and doesn’t damage your deliverability prefer it used to.

These days, seen preheaders are a lot much less widespread since they take up worthwhile actual property on the prime of your e mail and normally don’t add a lot worth to your design. When you use seen preheader textual content, ensure it is sensible in your e mail and together with your topic line. If the preheader textual content solely works as a assist to your topic line, then don’t present it in your e mail.

You could possibly additionally add in hidden preheader textual content that’s just for displaying up within the inbox, after which embody seen preheader textual content that works with the e-mail design, corresponding to on this deserted cart e mail from Rudy’s:

Topic line: Don’t let free delivery go to waste
Preview textual content: Allow us to make it simpler with free delivery
Preheader textual content: YOUR FREE SHIPPING IS ABOUT TO EXPIRE‌ ‌ ‌

Email example showing the difference between preheader text vs. preview text
Instance of e mail with preheader textual content that differs from preview textual content. Preheader textual content: “Your free delivery is about to run out.”

Including preview textual content to your e mail is tremendous straightforward

Preview textual content is slightly straightforward so as to add to your e mail—let’s take it step-by-step.

1. Craft your compelling snippet

Would you like your e mail preview to drive gross sales? Spark curiosity? Make subscribers snicker? Your first step is selecting a objective or theme that aligns with the message. Listed here are just a few you possibly can strive:

  • Curiosity: Spark curiosity with a query, cliffhanger, or unique provide teaser.
  • Personalization: Use dynamic tags like names or buy historical past to make it related.
  • Name to Motion: Gently encourage the recipient to open the e-mail.

Then, get to writing! AI instruments like Litmus Assistant may also help you brainstorm choices, and your ultimate alternative ought to steadiness cleverness and readability. You most likely don’t need your preview textual content to make subscribers scratch their heads and say, “Huh?”

2. Add preview textual content by means of your e mail device

The way in which you add preview textual content to your e mail code is dependent upon your e mail device and whether or not you additionally desire a distinct preheader textual content.

There’s no proper or incorrect reply right here, and you may at all times check strategies to see which your viewers responds to.

In order for you the identical textual content for the e-mail preview and preheader:

You received’t have to do something so as to add the preview textual content in your e mail in case your e mail design already has a visual preheader otherwise you plan on utilizing the preliminary copy in your e mail.

Make the preview textual content copy the very first thing in your e mail, even above photographs or hyperlinks, to forestall alt textual content from displaying up within the preview textual content. You could possibly put this copy because the alt textual content for any picture above your copy, however then you definately’d find yourself with duplicated copy, and the alt textual content wouldn’t pertain to the picture, which isn’t good for accessibility.

In order for you customized preview textual content:

Many ESPs have a discipline you possibly can fill in (normally subsequent to the one the place you add your topic line) if you’d like a unique copy snippet to seem as your preview textual content. Including preview textual content to those devoted fields in e mail instruments will mechanically add the code to your e mail.

In case your ESP doesn’t have a devoted discipline for preview textual content, it’s easy so as to add manually on the prime of your code proper after the <physique> tag, like this:


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