Nail Your Preview Text and Watch Opens Soar

Hello, GoLetter Insider!

Did you know that preview text (that short snippet under your subject line) can make or break your email’s open rate? We often obsess over subject lines, but skip the mini “second headline.” Let’s fix that.

What Is Preview Text, Exactly?

• In most email clients, it’s the line or two that appears next to or under the subject line.

• If you leave it untouched, your email client might show random text like “View in browser” or the first line of your email. That’s a missed opportunity!

1. Reinforce Your Subject Line

• Try This: If your subject line intrigues the reader, use the preview text to add a little context.

• Example:

  • Subject: “Big Newsletter Wins—No Extra Tools Needed”

  • Preview: “We tested 3 time-saving hacks—and the results blew us away.”

2. Create a Curiosity Gap

• Try This: Pose a mini mystery or question.

• Example:

  • Subject: “We Almost Quit Our Newsletter—Here’s Why”

  • Preview: “But one small tweak changed everything, and it could save you, too.”

3. Keep It Short & Relevant

• Try This: Aim for 40–80 characters. Some clients cut off after ~50.

• Why It Matters: In a cluttered inbox, too-long preview text might just get truncated, losing your hook.

4. Test Different Combinations

• Try This: A/B test subject line + preview text combos if your platform allows.

• Why It Works: Data doesn’t lie. If one pairing drastically increases opens, roll with that style.

5. Don’t Be Robotic

• Try This: Write like you’d speak to a friend. Avoid stuffy marketing jargon.

• Example:

  • Boring: “Stay tuned for upcoming newsletter tips.”

  • Conversational: “Psst, open up for the easiest design hacks you’ve seen yet.”

Next Steps

Update your preview text for your next send—no waiting needed. When that open rate bumps up, you’ll thank yourself for spending a little extra time on this small but mighty detail.

Cheers,
The GoLetter Team