Preview Text Mastery: The Second Subject Line
Preview text is prime real estate. Many recipients decide to open (or ignore) an email based on the subject–preview pairing. Yet preview text is often left to defaults or boilerplate. This guide shows how to write previews that amplify your subject, boost relevance, and protect trust.
1) Clarify the promise
If the subject is the headline, the preview is the subhead. Add a concrete detail, time box, or benefit: “4 steps, 10 minutes to implement,” “Includes template + example,” “No credit card required.”
2) Avoid repetition and fluff
Never repeat the subject. Don’t waste space with “View in browser” or legal boilerplate that some clients surface. Keep the full pairing tight and value‑oriented.
3) Personalize wisely
Role or company references can help, but only if accurate and useful. “For {{role}} at {{company}}: 3‑step retention plan” beats a generic teaser. Always provide safe defaults.
4) Mobile-first length
Expect truncation. Put the most important words first and test across devices. Write like a tweet—every character counts.
Templates
- “[Outcome] in [time]: [artifact] inside”
- “Includes [resource]; [no‑friction qualifier]”
- “For [role]: [what it helps with]”
Key takeaway
Preview text is a conversion lever. Pair it thoughtfully with the subject and opener, and you’ll earn more opens without resorting to tricks.
Examples
- “4 steps, 10 minutes to implement”
- “Includes template + case snapshot”
- “No credit card; 14‑day trial”
QA workflow
Maintain a short list of preview variants per segment. Before scheduling, confirm renders on mobile with different inbox widths to avoid awkward truncation.
Common pitfalls
- Repeating the subject verbatim and wasting characters.
- Leading with boilerplate that some clients surface first (“View online”).
- Over‑teasing without clarity, which reduces trust over time.
- Stuffing tokens that push useful words off the visible area.
Role scenarios
RevOps: “Includes pipeline hygiene checklist; 10‑minute setup.”
Marketing: “3 launch emails, copy + layout examples inside.”
CS: “Renewal risk playbook; 4 steps that cut churn.”
Mini case
Replacing generic previews with outcome‑first lines increased open rates by 8–12% across three segments in four weeks, without changing subjects. The biggest gains came from shortening the first five words and placing the value up front.
FAQ
Length? Aim for ~35–90 characters, but optimize for the first 40. Test on the inboxes your audience actually uses.
Personalization? Only if it adds usefulness and you have safe fallbacks. Otherwise focus on the value promise.
Wrap‑up
Think of preview text as the second subject line. Make it carry specific value, avoid repetition, and test it with the same rigor you apply to subjects. The pairing does the heavy lifting together.
