Great Email Subjects Alone Won’t Increase Your Open Rates – This Will!

Email subject lines

Email subject lines

When sending emails, there’s more to it than having a catchy subject line. Sure, catchy subject lines are important because they grab your attention, but they can’t do everything alone. That’s where email preview text comes into play. It’s like a sneak peek of your email that shows up right next to the subject line. Even though it doesn’t get as much attention, it’s super important too.

Imagine you’re trying to get someone to open your email. The subject line is like the flashy sign outside a store that makes you want to go in. But the preview text is like the little window display that gives you a hint of what’s inside. Sometimes, that hint can be as tempting as the flashy sign! So, if you want more people to open your emails, you’ve got to pay attention to both the subject line and the preview text. They work together to make your email irresistible.

As the world of email keeps growing, with an expected increase to 361.6 billion emails in 2024, marketers must step up their game. That means using both catchy subject lines and clever preview text to get noticed. Putting these two things together can impact how many people open your emails and connect with your brand. With all the emails flooding inboxes, making sure your emails stand out can make all the difference.

Limitations of Subject Line:

While subject lines are super important for getting people to notice your emails, they’ve got their downsides. Another big issue is that most email apps limit how many characters you can use, which makes it tough to write a short but attention-grabbing subject line. This restriction restricts the amount of information conveyed, often leading to ambiguity or oversimplification. Moreover, subject lines alone may not always effectively communicate the value proposition or key message of the email, leaving room for misinterpretation or lack of engagement. Additionally, subject lines may not cater to the diverse preferences and interests of all recipients, making it difficult to capture everyone’s attention. Hence, while subject lines are essential in email marketing, recognizing their limitations is crucial. Supplementing them with other strategies, such as compelling preview text, can enhance the effectiveness of email campaigns.

Why Email Preview Text Matters:

In the whirlwind of today’s digital landscape, mastering your email campaigns is vital for businesses aiming to maintain a strong connection with their audience and enhance engagement levels. Preview text is like the appetizer before the main course of your email content. Neglecting it would be like forgetting to season your meal properly! So, let’s delve into why this seemingly small element holds such significance and how you can leverage it to take your email marketing efforts to the next level. Trust me, once you grasp the power of the preview text, you’ll wonder how you ever managed without it.

1. The Power of First Impressions

Just like a book is often judged by its cover, an email is judged by its subject line and preview text. The preview text is your chance to provide a sneak peek into the content of your email and entice recipients to open it. It’s your first opportunity to make a positive impression and capture the recipient’s attention.

2. Enhancing Subject Lines

While subject lines are limited in length, preview text offers additional space to reinforce or complement your subject line. By strategically crafting preview text that aligns with your subject line, you can reinforce your message and increase the likelihood of recipients opening your email.

3. Increasing Open Rates

Studies have shown that emails with personalized and compelling preview text have higher open rates compared to those without. By customizing preview text to appeal to your audience’s interests and needs, you can increase the chances of your emails being opened and read.

4. Building Curiosity

One of the most effective ways to leverage preview text is by piquing curiosity. By offering a tantalizing glimpse of what awaits inside the email, you can create intrigue and compel recipients to click through to learn more. For example, instead of revealing everything in the subject line, tease the content in the preview text to spark curiosity.

5. Providing Additional Information

Preview text also serves as an opportunity to provide additional information that may not fit within the constraints of the subject line. Whether it’s highlighting key details, promoting special offers, or showcasing exclusive content, preview text allows you to convey more information and add value to your email.

6. Optimizing for Mobile

With the increasing use of mobile devices for email consumption, optimizing preview text for mobile users is crucial. Mobile email clients often display preview text prominently, making it a valuable real estate for capturing attention. By keeping preview text concise and impactful, you can effectively engage mobile users and drive opens.

7. Avoiding Missed Opportunities

Neglecting preview text means missing out on a valuable opportunity to engage with your audience and drive action. Without compelling preview text, your emails may blend into the sea of inbox clutter or fail to capture attention, resulting in lower open rates and diminished campaign effectiveness.

8. Maximizing Campaign Performance

In today’s competitive email landscape, every element of your email campaign matters. By optimizing preview text alongside subject lines, content, and design, you can maximize the performance of your email campaigns and achieve your marketing objectives.

Leveraging Preview Text for Increased Open Rates:

While subject lines grab attention, preview text can significantly impact open rates. Let’s explore why it’s essential and how to leverage it effectively to optimize your email campaigns.

1. Understand the Purpose

The preview text serves as your email’s sneak peek, offering recipients a glimpse into the content awaiting them. It’s your chance to entice them further and compel them to open the email.

  • Example Subject Line: “Unlock Your Potential!”
  • Preview Text: “Discover insider strategies. Register now!”

2. Craft Compelling Teasers

Instead of leaving your preview text to chance or default settings, take advantage to craft compelling teasers that complement your subject line. Think of it as an extension of your subject line – intriguing, informative, and irresistible.

  • Example Subject Line: “Biggest Sale of the Year!”
  • Preview Text: “Score unbeatable deals. Shop now!”

3. Highlight Benefits or Offers

  • Example Subject Line: “Transform Your Skincare Routine!”
  • Preview Text: “Discover radiant skin. Claim your free copy!”

Use the preview text to highlight the benefits or offers awaiting recipients inside the email. Whether it’s a special promotion, exclusive deal, or valuable content, make it clear and enticing in the preview text.

4. Ask Intriguing Questions

Engage your audience by posing intriguing questions in the preview text. Spark their curiosity and leave them eager to discover the answers within the email.

  • Example Subject Line: “Ready to Take Your Fitness Goals to the Next Level?”
  • Preview Text: “Curious about the secret? Find out now!”

5. Create Urgency

Instill a sense of urgency or FOMO (fear of missing out) in your preview text to prompt immediate action. Limited-time offers or exclusive deals can drive recipients to open the email swiftly, fearing they might miss out otherwise.

  • Example Subject Line: “Last Chance to Save 50%!”
  • Preview Text: “Hurry, sale ends tonight! Grab now!”

6. Personalize Where Possible

Tailor your preview text to resonate with your audience on a personal level. Incorporate their name, location, or past interactions to make the email feel customized and relevant to their interests and needs.

  • Example Subject Line: “Exclusive Offer for You!”
  • Preview Text: “Hi [Recipient Name], special discount for you!”

7. Avoid Repetition

Resist the urge to repeat the subject line verbatim in the preview text. Instead, use this space to complement and enhance the subject line, providing additional context or enticing details.

  • Example Subject Line: “Discover New Arrivals!”
  • Preview Text: “Explore our latest collection. Start shopping!”

8. Optimize for Mobile

Keep in mind that many recipients will view your emails on mobile devices, where space for preview text may be limited. Ensure your preview text is concise, impactful, and optimized for mobile viewing to maximize its effectiveness.

  • Example Subject Line: “Weekly Digest: Stay Informed Anywhere!”
  • Preview Text: “Catch up on news and updates. View now!”

My Journey with Making Emails More Interesting: What i Learned:

In my journey as an email marketer, I’ve learned firsthand the importance of crafting subject lines and preview texts that resonate with our audience. Let me share a couple of experiences where we experimented with different approaches and observed intriguing results.

Emphasizing the Value in Preview Text

One of our campaigns focused on highlighting the expertise of our Mailchimp email specialists. After brainstorming, we settled on the subject line: “When it’s about achieving the best, you need the best! ” paired with the preview text: “Hire our Mailchimp email experts to help you leverage the ESP.”

The goal was clear – to emphasize the value of expertise in achieving optimal results. We wanted to convey to our audience that when it comes to email marketing, relying on professionals can make all the difference.
Despite initial apprehensions, the results spoke for themselves. With an open rate of 30.99% and a click-through rate of 2.9%, this campaign exceeded our expectations. It was a testament to the effectiveness of highlighting expertise in capturing the attention of our audience and driving engagement.

Keeping It Simple Can Do Wonders:

In another campaign, we focused on promoting our efficient email creation process using modular templates, including our expertise in custom email template design. We crafted the subject line: “With modular email templates, it’s easier done than said,” and complemented it with the preview text: “We build stunning modular emails within 2 days!”

The aim here was to showcase the simplicity and speed of our email creation process, emphasizing the tailored touch of our custom email template design. By highlighting the ease with which our modular templates, including custom email template design, could be utilized, we aimed to attract busy marketers looking for efficient solutions.
The outcome was equally impressive. With an open rate of 34.38% and a click-through rate of 1.3%, this campaign resonated well with our audience. It demonstrated the power of conveying simplicity and efficiency in driving engagement and prompting action. These experiences have reinforced my belief in the importance of thoughtful messaging in email marketing. By understanding the needs and preferences of our audience and crafting subject lines and preview texts that speak to them personally, including the option for custom email template design, we can create impactful campaigns that deliver results.

Technical Tips for Preview Text:

Here are some technical tips to help you implement preview text effectively:

1. Understand HTML and CSS:

  • Preview text is typically added using HTML and CSS coding within the email template.
  • Familiarize yourself with basic HTML and CSS syntax to customize preview text according to your campaign’s needs.

2. Utilize Email Marketing Platforms:

  • Many email marketing platforms offer user-friendly interfaces that allow you to add preview text without coding.
  • Explore the features of your chosen platform to determine how to incorporate preview text seamlessly into your campaigns.

3. Optimize Character Count:

  • Keep your preview text concise, ideally between 40-130 characters, to ensure it appears fully in most email clients.
  • Use the limited character count wisely to convey the most enticing message and encourage recipients to open the email.

4. Test Across Devices:

  • Preview text may display differently on various devices and email clients, including desktop, mobile, and web-based platforms.
  • Test your email campaigns across different devices and clients to ensure the preview text renders correctly and remains impactful.

5. Coordinate with Subject Line:

  • Align your preview text with the subject line to create a cohesive message that intrigues recipients and compels them to open the email.
  • Avoid repeating the subject line in the preview text; instead, complement it with additional information or a call to action.

6. Incorporate Dynamic Content:

  • Implement dynamic content in your preview text to personalize the message based on recipient data, such as their name or previous interactions with your brand.
  • Leverage the capabilities of your email marketing platform to dynamically generate preview text tailored to each recipient.

7. Enhance Accessibility:

  • Ensure your preview text is accessible to all recipients, including those using screen readers or assistive technologies.
  • Use descriptive language and avoid cryptic abbreviations or jargon that may be confusing to some users.

8. Monitor Performance Metrics:

  • rack the performance of your email campaigns by analyzing metrics such as open rates, click-through rates, and conversion rates.
  • Use A/B testing to compare different preview text variations and determine which resonates best with your audience.

9. Experiment with Emojis and Symbols:

  • Incorporate emojis and symbols strategically into your preview text to add visual interest and convey emotions or key messages.
  • Experiment with different emojis and symbols to see how they impact recipient engagement and adjust your approach accordingly.


It has been demonstrated that including time-sensitive terms in email subject lines, such as “urgent,” “breaking,” “important,” or “alert,” increases email open rates.

Compelling subject lines often evoke curiosity, urgency, or relevance. Personalization and clarity are also key factors. Experiment with different styles to see what resonates best with your audience.

Aim for brevity; concise subject lines (around 6-10 words) tend to perform well. Mobile users, in particular, appreciate short and impactful subject lines.

Yes, personalization can significantly impact open rates. Including the recipient’s name or other relevant details can make the email feel more tailored and increase engagement.

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