Preview text is the part of your email that appears next to the subject line in recipients’ inboxes. In Mailchimp, you can customize this text or ask us to generate some based on the content of your campaign.
In this article, you’ll learn about preview text in Mailchimp.
How it works
When someone receives your email in their inbox, the first thing they’ll see is your From name, subject line, and preview text. The preview text appears next to the subject line, and gives recipients a quick glimpse at the content of your message.
For example, here’s an example of an email with a From name of “Amelia,” a subject line that announces “Our fall sale is here!”, and preview text that supports the fall sale with more detail: “Up to 25% off new stock through October.”
If you don’t set your preview text, email clients will pull in the first part of your message by default. This can include unhelpful text like a “View in browser” link or HTML code, which may not help convince people to open your email.
Best practices for preview text
Here are some best practices to help you write your preview text.
Keep it short
Most email clients limit the amount of preview text shown.
Start with the most important details
If you’re offering discounts or breaking news, make sure to include it at the beginning.
Support the subject
If you can’t fit all the important information in the subject line, now is your time to expand on it.
Add preview text
To manually add custom preview text to a regular email campaign, navigate to the Subject section of the campaign builder and click Add Subject.
Then, enter your Subject and Preview Text in the corresponding fields and click Save.
If you aren't sure what to say with your preview text, you can ask us to suggest some based on the content of your email.
When you ask us to generate preview text suggestions, we analyze the natural language in your draft email to identify key words. Our smart recommendations model then generates a short phrase that you can customize or use as-is. As long as you’ve given us enough information to work with, we’ll be able to suggest preview text for you.
After you add content to your email, look for the Get My Preview Text option in the Subject section of the campaign builder.
Click the link to generate the text, then edit it as needed. If you later make significant changes to your email content, we’ll let you generate new preview text. You can generate preview text up to 5 times per campaign.