Insurance company owners, principals and marketers should utilize preview text in all their email campaigns. If you’re not familiar with preview text and its role in insurance email marketing campaigns, read:
What is preview text?
It is the text snippet below (or next to) the email subject line in the email program’s inbox. It provides more information about the subject of the email and improves the look and feel of the delivered email, which means the overall professionalism of the message and campaign. Correct use of preview text prevents messy or unrecognized text from appearing in the subject line of your email.
Who uses it?
All major email clients now support this feature, including Outlook, Gmail, and Apple Mail. Gmail refers to this as snippets, Apple Mail calls it preview, and Outlook calls it message preview.
What happens if you don’t use it correctly?
As shown below, the preview text pulls the title of the image instead of useful information for the reader, which affects the professionalism and expertise of the campaign. Graphically rich emails or emails that start with an image often cause problems.
Example of incorrect text: //img.rt2546?ca.98239841349230491=999
Example of correct text: New webinar available on industry compliance
Insurance marketers should review each message, especially graphically rich emails, to ensure that their preview text is correct. Given the challenge of delivering email, bypassing spam filters, and preventing mass email labeling or Boolean poisoning issues, it’s important to ensure that all of your email campaigns use preview text correctly.
Here are some additional tips to help you out. It is best to adapt the preview text to complement the subject line rather than repeating the subject line. For example, let’s say your subject line is:
Webinar – Industry Compliance Rules, Regulations and Recent Changes
Do not repeat the subject line. Fill your subject line with different, relevant and useful details. For example:
Join this important webinar tomorrow
Insurance company marketers should also try to keep your text short and concise. Although email client views can vary dramatically, try to keep your text between 35 and 40 characters. This should allow all or most recipients to read it in its entirety. Longer text gets truncated, just like a long subject line can when your prospects and customers see it. However, for more complex messages, you can use more characters, but try to make sure that the essence of your message is contained in the first 40 characters. Your mantra should be short, concise and impactful.