Creating engaging preview texts can get marketing emails higher opening rates​

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 16, 2020, 6:13 PM UTC

The preview texts should ideally fit within 35 to 90 characters while being easy to read.

Businesses can use strong action words to make their preview texts engaging to drive up open email open rates. Providing a clear hook can further help in creating a sense of urgency among the recipients.

To make the sales copies effective, brands should avoid the “one size fits all” approach. Marketers should carefully choose the messaging and content length depending on their objectives. They can either write minimalistic sales copies to drive immediate response or create longer personalised emails for generating engagement.

Marketers can also use multiple CTAs within their sales copies to guide the readers through the different stages of the funnel. Brands can also conduct split tests to optimise CTAs and find the appropriate button colour, size and placement for their audience.

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