Do you know what the preview text of an email is all about? We will give you the 5 answers to the most frequently asked questions about this topic.
In this article we will tell you about the role of email preview text and how to use this strategy to increase the open rate of the emails you send and achieve the success you want with your email marketing campaigns.
WHAT IS PREVIEW TEXT?
The preview text of your emails is a small text with the most important or striking information that you extract from what you are communicating in the email you are going to send.. Normally this text is found below the subject of the email.
Thus, the preview text serves the function of catching the attention of your subscribers, encouraging them to open your emails. In addition, the preview can also influence the behavior of your recipients; for example, it can encourage them to scroll through the body of your email and click on one of the links you have inserted in it.
Before giving you the 5 answers to the most asked questions regarding this topic, we would like to give you a brief explanation on how to set the preview text.
HOW DO I PUT THE PREVIEW TEXT IN MY E-MAILS?
Commonly, in emails what appears in the preview text field are the first lines of the text we have sent in the email.
For your email marketing campaigns you can customize the preview text of your emails to catch the reader's attention.
There are two ways to generate your preview text:
- If in the body of your email the information you put at the beginning is the most important, you should not do anything else because it is the first lines of this same text that will appear in the space for the preview text.
- If you want a different text to appear, you have to complete, in your program or bulk emailing tool, the code that it generates automatically. But if yours does not, you can add it at the top of your code, just after the tag <body>.
Now, let's move on to the main topic of this article...
THE 5 ANSWERS TO THE MOST COMMON QUESTIONS ABOUT "PREVIEW TEXT".
- DIFFERENCES BETWEEN PREVIEW TEXT AND PREHEADER TEXT:
The email preview text is the text that is displayed in the inbox.. As we said before, its purpose is to attract the reader's attention.
The preheader is a small text that appears at the top of the e-mail. In most email marketing programs, it is a link to the browser version.
If you do not update the preheader, this information may be the same as what you see in the preview text, that's why it's so important that you do your homework and set it up so that the preview text serves its purpose and surprises your readers.
- WHAT TO WRITE IN THE PREVIEW TEXT
Remember that the preview text must fulfill the functions of adding value, expanding, making the information in the body of your email message clearer for the recipient to open it.
It should be explained that the preview text is not intended to complete the information you put in the scare; on the other hand, the preview text should complement information on the matter.
But remember! Not all of your recipients will see the preview text because some email services do not have this space among their functionsTherefore, you cannot put relevant information, as some of your users will not see it.
We recommend that in your preview text you create a sense of urgency or prompt action or arouse curiosity, also, put the key terms at the beginning and make it brief, do not extend.
- CHARACTER LIMIT
The preview characters range from 40 to 140 characters, depending on the platform where the e-mail is registered.
Some e-mail providers offer this number of characters:
- Apple iPhone: 81 characters in portrait format and 137 in landscape format.
- Gmail: 97 characters in the computer version, 90 characters in iOS app, and in Android apps the amount varies.
- YahooThe number of characters varies from 45 to 50 characters in the mobile application formats and the number of characters varies in the web version.
- Outlook 2016allows up to 35 characters.
- HOW TO MAKE THE MOST OF SPACE FOR PREVIEW TEXT
- Use the same techniques you have for writing the subject line of your emails.
- Write what is important at the beginning of the text with the keywords and phrases that have the greatest impact.
- Do not copy and paste parts of the email body or subject line. Be creative and use this space to reinforce the subject line and encourage your recipients to open the email.
- If you already have a call to action in the subject line, use the preview text to provide more details about it.
- Do not use the preview text of your emails to create expectations that you are not going to meet when your recipients open your email, if you do this, you will be misleading your users.
- TEST TO IMPROVE YOUR PREVIEW TEXT
Analyze what works and what doesn't with continuous A / B testing of email. You can add preview text to your test rotation A / B and This way you test different combinations of subject lines and preview text.. You may find that some strategies generate higher open rates.
We have finished with the 5 answers. With this information we have shared with you you have the tools to create the best preview texts. Remember that the goal is to capture the attention of your recipients so that they open your email and become so curious that they do the following scroll inside your email and, as if that wasn't enough, to have already achieved this, the big achievement is that they click on a link in your email so that they land on your website, your online store or your social networks.
We know you have great ideas... it's time to combine them with this information and put them into practice. If you still don't have a mass mailing plan or email marketing campaign, take a look at the plans we offer you at ClickPandaIn addition, we have a customer service team that is available to answer your questions.
