What is an email preview?
Newsletters
The preview text is the short line parents see next to your subject line in their inbox. It works like a second subject line, and gives a tired parent one more reason to open your email.
Add preview text
When you create a newsletter, campaign email or automation email, type your text in the Preview section. Leave it empty and the first words of your email show instead.
Each inbox shows previews differently. Gmail, Outlook, Yahoo and mobile apps all have their own style.
How long should it be?
Most previews are 40 to 140 characters. Aim for about 100 so it shows on desktop and mobile.
- On many desktop apps, a longer subject leaves less room for the preview.
- Mobile apps show less, usually 30 to 55 characters.
- A preview which is too short gets filled with text from the start of your email, which can look awkward. Writing a longer preview avoids this.
Tips for a good preview
- Add a call to action. Keep it short and promise a benefit, for example "Try this tonight for an easier bedtime".
- Do not repeat the subject line. Add a new detail instead.
- Make the subject and preview work together. A different angle in the preview sparks curiosity.
- Go easy on emojis, spammy words and links. They can trigger spam filters.
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