Create effective preview text

Business Benefits

Improve email open rates by engaging receivers’ interest.


Decide what you want to achieve with the email: do you want signups, purchases, or something else?

The preview text for a discount offer will be different from the preview text for a product reveal.

Write a teaser that expands on your subject line to generate curiosity.

The preview text works alongside your subject line. Don’t answer the subject line’s question if there is one, as this will diminish curiosity in the recipient. Instead, increase curiosity by talking around the answer.

Bad example:

Subject line - You won’t believe what we’re selling at 90% off!
Preview text - It’s sofas.

Good example:

Subject line - You won’t believe what we’re selling at 90% off!
Preview text - The guys in accounting said we were crazy to even think of doing this…

Create a sense of urgency by using scarcity.

If there is an element of scarcity, try and include it in the preview text as this will increase the chances of the email being opened. For example: We only have 6 spaces left on our course.

Write a short but engaging CTA in the preview text.

For example, Are you still interested? Book now before it’s too late.

Use personal data in the email, wherever possible, to grab the attention of your reader.

For example, Your favorite brand, [BRANDNAME] is on sale for 20%, [CUSTOMERNAME]!

Keep the preview to less than 100 characters.

Different email clients display different lengths of preview text, from 40 to 140 characters. Rather than trying to appeal to all of them, aim for shorter previews wherever possible, to ensure maximum impact.