An Essential Preview Text Hack
Email clients that support preview text dedicate at least as many characters to it as subject lines—and in some cases, they give it twice as many. So, it’s valuable real estate that marketers can use to convince subscribers that opening their emails is worthwhile.
However, preview text has always been a bit of an imprecise instrument because email clients always pull in enough characters to fill all available preview text space. That means that marketers are left with two choices:
- Go long with their preview text and have it cut off, which can sometimes create embarrassing truncations just as we’ve seen with subject line truncations
- Go short with their preview text and have URLs, administrative text, and other “non-optimized” content from their emails pulled in to fill the space
There is, however, a little-known third choice…the ‌ preview text hack.