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How long should your preview texts be?How long should your preview texts be?
How long should your preview texts be?
The preview text in an email acts as a supporting cast to your subject line, offering subscribers a glimpse of the content awaiting them. It's the first line of your email that appears next to or beneath the subject line in the inbox, setting the stage for what's inside. Understanding how to craft effective preview text is essential, especially considering the diversity of devices and email clients your audience might use. This article delves into the nuances of optimizing preview texts to enhance your email engagement.
Display limits for preview texts across platforms
The amount of preview text displayed varies across email clients and devices, impacting how your message is perceived. Below is an overview of current display limits:
| App/Client | Device | Displays Preview Text? | Max Preview Text Length |
|---|---|---|---|
| Apple Mail | iPhone | Yes | 81 characters (vertical); 137 characters (horizontal) |
| Apple Mail | iPad | Yes | 87 characters |
| Apple Mail | Desktop | Yes | 140 characters |
| Gmail (iOS app) | iPhone | Yes | 90 characters |
| Gmail (Android app) | Mobile | Yes | Varies |
| Gmail (Browser) | Desktop | Yes | 97 characters |
| Outlook 2013 and up (iOS app) | Desktop | Yes | 55 characters |
| Outlook 2013 and up (Windows app) | Desktop | Yes | 35 characters |
| Outlook 2013 and up (Browser) | Desktop | Yes | Varies |
| Outlook 2010 and earlier | Desktop | No | - |
| Thunderbird | Desktop | No | - |
| Yahoo! (iOS or Android app) | Mobile | Yes | 45–50 characters |
| Yahoo! (Browser) | Desktop | Yes | Varies |
| AOL mail | Desktop | Yes | 75 characters |
| Other apps | Android & Windows phones | Yes | Varies, but generally 40 characters |
| Blackberry | Mobile | No | - |
These limits should guide you in crafting your preview texts to ensure your key message is visible, regardless of how subscribers access their emails.
Optimizing the content of your preview texts
When it comes to getting the most out of preview texts, try to:
1. Incorporate specific calls to action
Boost engagement by including clear, product-specific CTAs right in the preview text. For instance, "Enjoy 20% off on ALL Accessories – Today Only!"
2. Personalize your message
Personalization can dramatically increase your open rates. Try "Alex, your perfect sneakers await!" to grab attention immediately.
3. Elaborate on your subject line
Use the preview text to add more context or details to the subject line, like "Free shipping on orders over 100 euros – Shop now."
4. Follow up on your subject line
If your subject line poses a question, use the preview text to tease the answer, encouraging opens. For example, "Struggling with email marketing? Discover our top tips inside."
5. Highlight key content points
If your email covers multiple topics, mention them to pique interest, such as "Hiking Club Update: New Challenge, Newcomers, and Meeting Dates."
6. Enhance with emojis
Emojis can make your preview text stand out and convey emotions or urgency, but use them judiciously to maintain professionalism.
7. Chunk your text
To ensure clarity across all email clients, structure your preview text in short, impactful segments, separated by symbols like "|" or "–".
8. Seamlessly transition to email content
Begin your email with engaging content that flows from the preview text, removing any default preheader like "View in browser" for a smoother reading experience.
There are also several practices you should avoid when it comes to preview texts, such as:
- Completing subject lines in preview texts - Avoid relying on the preview text to finish a thought started in the subject line, as not all recipients will see it.
- Repeating the subject line - Use the preview text to add value rather than echo the subject line's message.
- Exposing code - Ensure your preview text doesn't inadvertently display HTML or other code snippets.
- Spam-like behavior - Similar to subject lines, avoid practices in your preview text that might trigger spam filters, such as excessive capitalization, use of too many exclamation points, or overuse of emojis.
Conclusion
Crafting an engaging preview text requires a blend of creativity, strategy, and awareness of the technical constraints posed by various email clients. Remember, the goal is to complement your subject line and entice the recipient to read further. So make every word count and strive to offer a compelling experience for each subscriber.