Email Preview Text: Definition, Examples & Best Practices
Email preview text is the short snippet of text shown next to or below your subject line in an inbox. It gives readers a quick glimpse of your email content and boosts open rates.
What Is Email Preview Text?
Email preview text (also called preheader text or snippet text) is the brief summary that appears alongside or beneath the subject line in most email clients. Think of it as a second subject line that gives subscribers a sneak peek into your message before they open it.
Why Preview Text Matters
- Increases Open Rates: A compelling preview text can nudge someone on the fence to click and read.
- Adds Context: If your subject line is vague or playful, the snippet clarifies what’s inside.
- Improves Inbox Real Estate: You gain extra characters to sell your message that subject lines alone don’t cover.
Preview Text in Influencer Marketing & Social Media
Influencers and creators often partner with brands to run email campaigns promoting products, events, or giveaways. Preview text plays a key role:
1. Teasing an Offer: “Sneak peek at my morning routine — plus a 20% off code!” creates curiosity.
2. Highlighting Social Proof: “See why 5,000+ fans are raving about this serum.”
3. Driving Traffic to Social: “PS: Watch my unboxing video on IG Stories.”
In each case, the preview text supports the subject line’s promise and encourages engagement.
Common Misconceptions
- "It’s Just a Fallback": Some think preview text only matters if your subject line gets cut off. In reality, many people scan both lines together.
- "More Is Better": Long snippets get truncated. Aim for 35–90 characters depending on popular email clients.
- "It’s Hard to Customize": Most email platforms let you edit preview text separately from the email body. Always override the default auto-generated snippet.
Best Practices & Practical Tips
1. Keep It Short and Sweet: Aim for 50 characters or less. Front-load key info.
2. Complement, Don’t Repeat: If your subject line says “Flash Sale Starts Now,” use preview text like “Up to 50% off sitewide for 24 hours.”
3. Include a Call to Action (CTA): A simple verb—“Shop now,” “Learn more,” or “RSVP today”—can boost clicks.
4. Test and Optimize: A/B test different preview texts to see which drives the highest open rates.
5. Mind Mobile Users: Over 50% of emails are opened on mobile. Keep critical words within the first 40–50 characters.
How to Apply This Concept
1. Audit Your Current Emails: Check your last five campaigns. Note where preview text is missing or auto-generated.
2. Brainstorm Snippets: For each email, write three preview text options that entice, clarify, or tease.
3. Use Your Email Platform’s Features: Locate the preview text field (often labeled “Preheader” or “Snippet”) and paste your chosen text.
4. Monitor Performance: Track open rates, click-throughs, and unsubscribe rates. Refine your approach based on data.
By nailing your email preview text, you’ll make every subject line work harder, keep subscribers curious, and ultimately drive more engagement for your brand or influencer partnerships.
