{"id":20935,"date":"2022-06-17T01:00:57","date_gmt":"2022-06-17T01:00:57","guid":{"rendered":"https:\/\/www.gmass.co\/blog\/?p=20935"},"modified":"2026-02-13T19:29:28","modified_gmt":"2026-02-13T19:29:28","slug":"preview-text","status":"publish","type":"post","link":"https:\/\/www.gmass.co\/blog\/preview-text\/","title":{"rendered":"Preview Text: What It Is, Best Strategies, &#038; How to Set It in GMass"},"content":{"rendered":"<p><b>Preview text<\/b>\u00a0is one of the three major elements behind how an email looks in the inbox. And while it\u2019s not quite as well-known or deeply-analyzed as the subject line or from name, it still\u00a0<b>plays a significant role in whether people choose to open your emails<\/b>.<\/p>\n<p>In this article, we\u2019ll cover everything there is to know about preview text. First we\u2019ll show some\u00a0<b>examples<\/b>\u00a0of preview text and discuss its benefits. Next we\u2019ll cover how you can\u00a0<b>set preview text for your emails in GMass<\/b>. And finally, we\u2019ll discuss\u00a0<b>preview text strategies<\/b>\u00a0so you can use it to its full potential.<\/p>\n<div style=\"position: relative; padding-bottom: 56.25%;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/www.youtube.com\/embed\/d4xuyEPHnrQ\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h2 id=\"Preview Text: Table of Contents\">Preview Text: Table of Contents<\/h2>\n<ul>\n<li><a href=\"#whatis\">What Is Preview Text?<\/a><\/li>\n<li id=\"whatis\"><a href=\"#gmass\">Setting Preview Text in GMass<\/a><\/li>\n<li><a href=\"#strategies\">Preview Text Strategies, Best Practices, and Copywriting Techniques<\/a><\/li>\n<li><a href=\"#nextsteps\">Preview Text: Next Steps to Get Started<\/a><\/li>\n<\/ul>\n<h2>What Is Preview Text?<\/h2>\n<p>Preview text appears next to (or below) an email\u2019s subject line in the inbox. Its function is to give, yes, a preview of what\u2019s in the email.<\/p>\n<p>Preview text won\u2019t be visible anywhere in the email itself \u2014 only in the inbox. And it\u2019s now supported and featured in all major modern email clients. Let\u2019s have a look\u2026<\/p>\n<h3 id=\"How preview text appears in different email clients\">How preview text appears in different email clients<\/h3>\n<p>Here\u2019s how preview text looks on the Gmail desktop website.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20955\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified.png\" alt=\"Preview text in Gmail desktop\" width=\"1312\" height=\"120\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified.png 1312w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified-300x27.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified-1024x94.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified-768x70.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified-24x2.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified-36x3.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmaildesktop-tinified-48x4.png 48w\" sizes=\"auto, (max-width: 1312px) 100vw, 1312px\" \/><\/a><\/p>\n<p>Here\u2019s preview text in the Gmail mobile app.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20954\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified.png\" alt=\"Preview text in Gmail mobile app\" width=\"1222\" height=\"272\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified.png 1222w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified-300x67.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified-1024x228.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified-768x171.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified-24x5.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified-36x8.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-gmailmobile-tinified-48x11.png 48w\" sizes=\"auto, (max-width: 1222px) 100vw, 1222px\" \/><\/a><\/p>\n<p>Here\u2019s preview text in the Apple Mail desktop app.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-applemail-tinified.png\" data-rel=\"lightbox-image-2\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20957\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-applemail-tinified.png\" alt=\"Preview text in Apple Mail desktop\" width=\"782\" height=\"154\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-applemail-tinified.png 782w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-applemail-tinified-300x59.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-applemail-tinified-768x151.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-applemail-tinified-24x5.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-applemail-tinified-36x7.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-applemail-tinified-48x9.png 48w\" sizes=\"auto, (max-width: 782px) 100vw, 782px\" \/><\/a><\/p>\n<p>Here\u2019s preview text in the Apple Mail app for iOS.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified.png\" data-rel=\"lightbox-image-3\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20953\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified.png\" alt=\"Preview text in Apple Mail iOS app\" width=\"1216\" height=\"250\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified.png 1216w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified-300x62.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified-1024x211.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified-768x158.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified-24x5.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified-36x7.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-appleios-tinified-48x10.png 48w\" sizes=\"auto, (max-width: 1216px) 100vw, 1216px\" \/><\/a><\/p>\n<p>Here\u2019s preview text on the\u00a0Outlook.com\u00a0desktop website.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookdesktop-tinified.png\" data-rel=\"lightbox-image-4\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20956\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookdesktop-tinified.png\" alt=\"Preview text in Outlook desktop\" width=\"694\" height=\"166\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookdesktop-tinified.png 694w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookdesktop-tinified-300x72.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookdesktop-tinified-24x6.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookdesktop-tinified-36x9.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookdesktop-tinified-48x11.png 48w\" sizes=\"auto, (max-width: 694px) 100vw, 694px\" \/><\/a><\/p>\n<p>Here\u2019s preview text in the Outlook mobile app.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified.png\" data-rel=\"lightbox-image-5\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20952\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified.png\" alt=\"Preview text in Outlook mobile\" width=\"1224\" height=\"276\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified.png 1224w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified-300x68.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified-1024x231.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified-768x173.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified-24x5.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified-36x8.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-outlookmobile-tinified-48x11.png 48w\" sizes=\"auto, (max-width: 1224px) 100vw, 1224px\" \/><\/a><\/p>\n<p>Here\u2019s preview text on the Yahoo desktop website.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified.png\" data-rel=\"lightbox-image-6\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20950\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified.png\" alt=\"Preview text in Yahoo desktop\" width=\"1462\" height=\"66\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified.png 1462w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified-300x14.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified-1024x46.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified-768x35.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified-24x1.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified-36x2.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoodesktop-tinified-48x2.png 48w\" sizes=\"auto, (max-width: 1462px) 100vw, 1462px\" \/><\/a><\/p>\n<p>And here\u2019s preview text in the Yahoo mobile app.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified.png\" data-rel=\"lightbox-image-7\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20951\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified.png\" alt=\"Preview text in Yahoo mobile\" width=\"1224\" height=\"266\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified.png 1224w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified-300x65.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified-1024x223.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified-768x167.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified-24x5.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified-36x8.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-yahoomobile-tinified-48x10.png 48w\" sizes=\"auto, (max-width: 1224px) 100vw, 1224px\" \/><\/a><\/p>\n<h3 id=\"What happens if you don\u2019t set preview text?\">What happens if you don\u2019t set preview text?<\/h3>\n<p>If you don\u2019t set the preview text for your email, an email client will display the first several words of your email instead.<\/p>\n<p>This is generally a\u00a0<b>wasted opportunity<\/b>. Inbox real estate is tight and limited; preview text is one of your few opportunities to entice people to open your emails.<\/p>\n<p>Preview text only works with HTML emails, not plain-text ones (as preview text is really just an HTML hack). For plain text emails, the inbox will show the beginning 35+ characters of the email in the preview text slot.<\/p>\n<h3 id=\"Preview text vs. pre-header text: What\u2019s the difference?\">Preview text vs. pre-header text: What\u2019s the difference?<\/h3>\n<p>The terms \u201cpreview text\u201d and \u201cpre-header text\u201d (or \u201cpreheader text,\u201d for those not into hyphens) are often used interchangeably. However, there\u00a0<i>is<\/i>\u00a0a major difference.<\/p>\n<p><b>Preview text<\/b>\u00a0is text that\u2019s only displayed in the inbox, after the subject line. While that text\u00a0<i>is<\/i>\u00a0technically part of the email, it\u2019s\u00a0<b>designed to be invisible<\/b>\u00a0in the email body \u2014 so the only place someone will see it is their inbox. See this example from Ruggable \u2014 the preview text does not appear in the email body.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified.png\" data-rel=\"lightbox-image-8\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20947\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified.png\" alt=\"Ruggable preview text\" width=\"1916\" height=\"82\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified.png 1916w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified-300x13.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified-1024x44.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified-768x33.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified-1536x66.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified-24x1.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified-36x2.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggable-tinified-48x2.png 48w\" sizes=\"auto, (max-width: 1916px) 100vw, 1916px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified.png\" data-rel=\"lightbox-image-9\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20946\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified.png\" alt=\"Ruggable email does not display preview text in the body\" width=\"1938\" height=\"1670\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified.png 1938w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified-300x259.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified-1024x882.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified-768x662.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified-1536x1324.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified-24x21.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified-36x31.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/withpreview-ruggableemail-tinified-48x41.png 48w\" sizes=\"auto, (max-width: 1938px) 100vw, 1938px\" \/><\/a><\/p>\n<p><b>Pre-header text<\/b>\u00a0is visible text at the very top of an email that\u2019s\u00a0<b>meant to be seen<\/b>. And if an email has pre-header text but does not have preview text set, that pre-header text will show up in the inbox.<\/p>\n<p>(See the example below from Farmaesthetics. They didn\u2019t set preview text so their pre-header text appears in the inbox.)<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified.png\" data-rel=\"lightbox-image-10\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20948\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified.png\" alt=\"No preview text set\" width=\"1758\" height=\"82\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified.png 1758w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified-300x14.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified-1024x48.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified-768x36.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified-1536x72.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified-24x1.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified-36x2.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsinbox-tinified-48x2.png 48w\" sizes=\"auto, (max-width: 1758px) 100vw, 1758px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified.png\" data-rel=\"lightbox-image-11\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20949\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified.png\" alt=\"Pre-header text is there\" width=\"1780\" height=\"1574\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified.png 1780w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified-300x265.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified-1024x905.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified-768x679.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified-1536x1358.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified-24x21.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified-36x32.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-farmaestheticsemail-tinified-48x42.png 48w\" sizes=\"auto, (max-width: 1780px) 100vw, 1780px\" \/><\/a><\/p>\n<p>In both cases, the contents of the preview or pre-header text are the first words in the email. However, preview text is hidden from view inside the email and pre-header text is not.<\/p>\n<h3 id=\"The benefits of setting preview text\">The benefits of setting preview text<\/h3>\n<p>Preview text is a supplement to your subject line. It\u2019s not as prominent, but it\u2019s still doing solid work. If your subject line is the headline, preview text is the sub-headline.<\/p>\n<p>Here are three major benefits of setting preview text for your marketing and promotional emails.<\/p>\n<h4 id=\"Preview text can help boost open rates\">Preview text can help boost open rates<\/h4>\n<p>Preview text works hand-in-hand with your subject line. Together, they\u2019re trying to catch someone\u2019s eye to entice them to open an email.<\/p>\n<p>Which means:\u00a0<b>Smart preview text can increase your open rates.<\/b><\/p>\n<p>According to one <a href=\"https:\/\/www.litmus.com\/blog\/state-of-email-2016-webinar-recording-qa\/\" target=\"_blank\" rel=\"noopener nofollow\">study<\/a>, a quarter of people say preview text is the first thing they look at when they decide whether to open an email.<\/p>\n<p>Later in this article we\u2019ll discuss copywriting strategies for preview text so you can maximize its value.<\/p>\n<h4 id=\"Helps you control your inbox presence\">Preview text helps you control your inbox presence<\/h4>\n<p>Check out the Farmaesthetics screenshot above. There\u2019s no preview text, so everyone who receives the email will see \u201cCan\u2019t see this email? View in Your Browser\u201d next to the subject line. That\u2019s not particularly alluring.<\/p>\n<p>By setting preview text,\u00a0<b>you control every piece of your emails\u2019 inbox presence<\/b>. That helps you ensure everything your subscribers see is what you want them to see \u2014 and what you believe will appeal to them.<\/p>\n<h4 id=\"Highly visible on mobile\">Preview text is highly visible on mobile<\/h4>\n<p>Preview text comes into play in a significant way on mobile.<\/p>\n<p>As you can see from this Gmail example, preview text is sometimes de-emphasized on desktop when there&#8217;s a long subject line.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified.png\" data-rel=\"lightbox-image-12\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20959\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified.png\" alt=\"No preview text on desktop\" width=\"1956\" height=\"76\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified.png 1956w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified-300x12.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified-1024x40.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified-768x30.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified-1536x60.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified-24x1.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified-36x1.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/nopreview-desktop-tinified-48x2.png 48w\" sizes=\"auto, (max-width: 1956px) 100vw, 1956px\" \/><\/a><\/p>\n<p>But on mobile, preview text usually <b id=\"gmass\">gets its own line<\/b>.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified.png\" data-rel=\"lightbox-image-13\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20958\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified.png\" alt=\"Yes preview text on mobile\" width=\"1198\" height=\"260\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified.png 1198w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified-300x65.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified-1024x222.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified-768x167.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified-24x5.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified-36x8.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/yespreview-mobile-tinified-48x10.png 48w\" sizes=\"auto, (max-width: 1198px) 100vw, 1198px\" \/><\/a><\/p>\n<p>So with the\u00a0<a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-stats-list\" target=\"_blank\" rel=\"noopener nofollow\">majority<\/a>\u00a0of emails now opened on mobile, preview text is a big opportunity to drive opens.<\/p>\n<h2>Setting Preview Text in GMass<\/h2>\n<p>Preview text is\u00a0<b>available in GMass as a setting for each individual email campaign<\/b>. Here\u2019s how to set your preview text.<\/p>\n<h3 id=\"Set your preview text in the GMass settings\">Set your preview text in the GMass settings<\/h3>\n<p>From the Gmail compose window, click the arrow next to the GMass button to bring up the GMass settings for your campaign.<\/p>\n<p>Click into the Advanced area of the settings.<\/p>\n<p>You\u2019ll see the \u201cPreview Text\u201d option there.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified.png\" data-rel=\"lightbox-image-14\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20945\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified.png\" alt=\"The preview text option in GMass\" width=\"1804\" height=\"1006\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified-300x167.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified-1024x571.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified-768x428.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified-1536x857.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified-24x13.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified-36x20.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-setpreviewtext-tinified-48x27.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>You can type whatever you want as the preview text.<\/p>\n<p>Now when you send your email, here\u2019s how it will look in the inbox on desktop.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified.png\" data-rel=\"lightbox-image-15\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20944\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified.png\" alt=\"Preview text in desktop\" width=\"1990\" height=\"80\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified.png 1990w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified-300x12.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified-1024x41.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified-768x31.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified-1536x62.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified-24x1.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified-36x1.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtext-tinified-48x2.png 48w\" sizes=\"auto, (max-width: 1990px) 100vw, 1990px\" \/><\/a><\/p>\n<p>And here it is on mobile.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified.png\" data-rel=\"lightbox-image-16\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20943\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified.png\" alt=\"Preview text on mobile\" width=\"1218\" height=\"378\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified.png 1218w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified-300x93.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified-1024x318.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified-768x238.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified-24x7.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified-36x11.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-withpreviewtextmobile-tinified-48x15.png 48w\" sizes=\"auto, (max-width: 1218px) 100vw, 1218px\" \/><\/a><\/p>\n<p><strong>That\u2019s it!<\/strong> You\u2019ve set up preview text for your GMass campaign.<\/p>\n<h3>Setting preview text with the GMass API<\/h3>\n<p>You can set preview text if you generate emails using the <a href=\"https:\/\/www.gmass.co\/features\/api\">GMass API<\/a>.<\/p>\n<p>You&#8217;ll use the all same <a href=\"https:\/\/www.gmass.co\/blog\/gmass-api\/\">processes<\/a> to set up your campaign as you normally do with the API: Determining which Google Sheet and worksheet contains your email list; creating a GMass list address; and creating a campaign draft. Here&#8217;s my draft:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified.png\" data-rel=\"lightbox-image-17\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-21124\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified.png\" alt=\"Adding a campaign draft with the API\" width=\"1804\" height=\"648\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified-300x108.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified-1024x368.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified-768x276.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified-1536x552.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified-24x9.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified-36x13.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigndraft-tinified-48x17.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>Then, with the \/api\/campaigns endpoint, you can pass the preview text. (Here&#8217;s an example from my testing. To keep things simple for the screenshots, I&#8217;m not passing any other settings to this campaign.)<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified.png\" data-rel=\"lightbox-image-18\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-21125\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified.png\" alt=\"Setting preview text\" width=\"1804\" height=\"804\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified-300x134.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified-1024x456.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified-768x342.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified-1536x685.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified-24x11.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified-36x16.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-campaigns-settings-tinified-48x21.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>After executing my test, that email with preview text is now in my Sent folder.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified.png\" data-rel=\"lightbox-image-19\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-21126\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified.png\" alt=\"The API preview text result\" width=\"1804\" height=\"370\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified-300x62.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified-1024x210.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified-768x158.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified-1536x315.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified-24x5.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified-36x7.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/api-result-tinified-48x10.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>All set! And now that we&#8217;ve covered the ways to add preview text via the GMass settings and the GMass API, let\u2019s talk nuances.<\/p>\n<h3 id=\"Notes about using preview text in GMass\">Notes about using preview text in GMass<\/h3>\n<ul>\n<li><b>Mail merge works inside of preview text.<\/b>\u00a0You can use\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/mail-merge-personalization\/\">any mail merge field to personalize<\/a>\u00a0your preview text.<\/li>\n<li><b>Preview text will not work in plain text emails.<\/b>\u00a0Preview text is really just a HTML hack at its core. So it only works in HTML emails; there\u2019s no way to set it in plain text emails.<\/li>\n<li><b>Preview text is not a \u201csticky\u201d setting.<\/b>\u00a0If you set preview text for one campaign, it won\u2019t stay set to that preview text on the next campaign you create. You\u2019ll need to set preview text individually for each campaign.<\/li>\n<li><b>Preview text will be set if you use a prior email as a template.<\/b>\u00a0With GMass, all of your old emails become\u00a0<a href=\"https:\/\/www.gmass.co\/features\/template-management\">templates<\/a>\u00a0you can reuse in the future. If you set the preview text on an email campaign, then reuse it as a template for a future campaign, the preview text you set\u00a0<i>will<\/i>\u00a0be filled in.( You can always change it in the GMass settings if you want.)<\/li>\n<\/ul>\n<h3 id=\"How to set up preview text for emails in a sequence\">How to set up preview text for emails in a sequence<\/h3>\n<p>You can set different preview text for every email in an\u00a0<a href=\"https:\/\/www.gmass.co\/features\/auto-follow-up-gmail\">auto follow-up sequence<\/a>\u00a0or drip sequence in GMass \u2014 as long as the emails are rich text, not plain text.<\/p>\n<p>To do so, you\u2019ll follow the standard process for creating rich text follow-up emails. (That is: You create the email in the Gmail compose window, send it to\u00a0<a href=\"mailto:aftemplate@gmass.co\">aftemplate@gmass.co<\/a>\u00a0by hitting the GMass button, then choose it from the follow-up dropdown. Full instructions are\u00a0<a href=\"https:\/\/www.gmass.co\/blog\/rich-content-auto-follow-up-email-sequence\/\">here<\/a>\u00a0if you need a refresher.)<\/p>\n<p>As you\u2019re creating each auto follow-up, you can set its preview text.<\/p>\n<p>Here\u2019s a\u00a0<b>step-by-step walkthrough<\/b>.<\/p>\n<p>I created the first email in my sequence like any normal email. Then, in the GMass settings, I went into the Auto Follow-up settings and selected the options to \u201cSend rich-text email in\u00a0<u>new<\/u>\u00a0thread.\u201d<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified.png\" data-rel=\"lightbox-image-20\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20942\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified.png\" alt=\"Set up auto follow-ups in new threads\" width=\"1804\" height=\"1068\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified-300x178.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified-1024x606.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified-768x455.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified-1536x909.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified-24x14.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified-36x21.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-autosettings-tinified-48x28.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>I clicked the \u2795 button to create a new email in the series. That brought up a Gmail compose window for my follow-up message.<\/p>\n<p>I typed in a new subject line and message. Then I went into the GMass settings, and into the Advanced section. I set my preview text for this follow-up here.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified.png\" data-rel=\"lightbox-image-21\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20941\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified.png\" alt=\"Setting the preview text for my follow-up email\" width=\"1804\" height=\"1068\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified-300x178.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified-1024x606.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified-768x455.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified-1536x909.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified-24x14.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified-36x21.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-secondpreviewtext-tinified-48x28.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>Now I hit the GMass button to save that template.<\/p>\n<p>Back in my original email, I went back to the Auto Follow-up settings. I hit the refresh button  to refresh the list of options and picked my new follow-up email from the list.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified.png\" data-rel=\"lightbox-image-22\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20940\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified.png\" alt=\"Using that template in a sequence\" width=\"1804\" height=\"1068\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified-300x178.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified-1024x606.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified-768x455.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified-1536x909.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified-24x14.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified-36x21.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-pickingsecond-tinified-48x28.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>Then I sent myself a test of the entire sequence. I hit the arrow next to the \u201cSend Test\u201d button in settings and chose to \u201cSend all stages.\u201d<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified.png\" data-rel=\"lightbox-image-23\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20939\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified.png\" alt=\"Sending all stages to myself\" width=\"1804\" height=\"1068\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified.png 1804w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified-300x178.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified-1024x606.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified-768x455.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified-1536x909.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified-24x14.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified-36x21.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-sendallstages-tinified-48x28.png 48w\" sizes=\"auto, (max-width: 1804px) 100vw, 1804px\" \/><\/a><\/p>\n<p>The results of the text in my inbox are below. As you can see, <b id=\"strategies\">both emails have their own unique preview text<\/b> as I set it up.<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified.png\" data-rel=\"lightbox-image-24\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20938\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified.png\" alt=\"The sequence with different preview text\" width=\"1808\" height=\"160\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified.png 1808w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified-300x27.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified-1024x91.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified-768x68.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified-1536x136.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified-24x2.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified-36x3.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/gmass-sequence-differentpreviewtext-tinified-48x4.png 48w\" sizes=\"auto, (max-width: 1808px) 100vw, 1808px\" \/><\/a><\/p>\n<p>You could set different preview text for more emails to have a longer series as well. (I just did it for one follow-up for the sake of brevity in the example.)<\/p>\n<h2>Preview Text Strategies, Best Practices, and Copywriting Techniques<\/h2>\n<p>We\u2019ve covered what preview text is (and isn\u2019t) as well as how to set it up in GMass. Now let\u2019s talk strategy for the best ways to use preview text in your emails.<\/p>\n<h3 id=\"Preview text for cold email: Good idea or not?\">Preview text for cold email: Good idea or not?<\/h3>\n<p>Many GMass users are <a href=\"https:\/\/www.gmass.co\/cold-email\">cold emailers<\/a> \u2014 and cold email operates under a different set of rules and norms than other types of email.<\/p>\n<p>So is it a good idea to use preview text with cold email? It depends on the nature of your cold emails, but in most cases, you probably will\u00a0<i>not<\/i>\u00a0want to use preview text.<\/p>\n<p>Here\u2019s why.\u00a0<b>Cold emails work best when they simulate one-on-one, personalized, targeted, individual emails.<\/b>\u00a0And if you were sending a single cold email to a potential client, you wouldn\u2019t set the preview text on that email.<\/p>\n<p>Since the goal of mass cold emails is to simulate one-on-one emails as closely as possible,\u00a0<b>preview text could hurt that illusion<\/b>.<\/p>\n<p>There are exceptions, though. The most likely scenario: You\u2019ve come up with an enticing subject line\/preview text pairing and you believe it will help increase open rates. In that case, it\u2019s worth trying out preview text to see if it does make a difference.<\/p>\n<h3 id=\"The best use cases for preview text\">The best use cases for preview text<\/h3>\n<p>So if cold emails aren\u2019t the best fit for preview text, what emails are?\u00a0<b>Marketing and promotional emails.<\/b><\/p>\n<p>Marketing and promotional emails are not meant to look like one-on-one emails. While it\u2019s great to include some personalization in your promotional emails, recipients know you\u2019re sending the emails to a large mailing list.<\/p>\n<p>In these cases it\u2019s\u00a0<b>ideal to use preview text to fully control your inbox presence and to better entice clicks<\/b>.<\/p>\n<p>Newsletters are another perfect fit for preview text, as are emails to members of a club or organization.<\/p>\n<h3 id=\"What\u2019s the ideal length for preview text?\">What\u2019s the ideal length for preview text?<\/h3>\n<p>The ideal length for preview text is\u00a0<b>roughly 35 characters<\/b>. That\u2019s your best bet to ensure your preview text will appear in full on mobile.<\/p>\n<p>You\u00a0<i>can<\/i>\u00a0go longer than 35 characters with your preview text \u2014 just know some of it might get cut off. It\u2019s always best to front load your preview text with the most important information.<\/p>\n<h4>The \u200c&amp;zwnj;&amp;nbsp; technique<\/h4>\n<p>If your preview text is too short, there\u2019s a chance the email clients will start filling in the rest of the text of your email after it. Here\u2019s an example:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified.png\" data-rel=\"lightbox-image-25\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20961\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified.png\" alt=\"Email copy after preview text\" width=\"2240\" height=\"252\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified.png 2240w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified-300x34.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified-1024x115.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified-768x86.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified-1536x173.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified-2048x230.png 2048w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified-24x3.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified-36x4.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-overflow2-tinified-48x5.png 48w\" sizes=\"auto, (max-width: 2240px) 100vw, 2240px\" \/><\/a><\/p>\n<p>This is where something called the \u200c&amp;zwnj;&amp;nbsp; technique comes into play. Catchy, marketable name, right?<\/p>\n<p>&amp;zwnj;\u200c is a unicode character that stands for \u201czero width non-joiner\u201d. &amp;nbsp; stands for non-breaking space. If you follow your preview text by repeating\u00a0&amp;zwnj;&amp;nbsp; over and over, it makes sure a person will only see white space, not the start of your email. Here\u2019s an example:<\/p>\n<p><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified.png\" data-rel=\"lightbox-image-26\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20964\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified.png\" alt=\"Preview text followed by white space\" width=\"2174\" height=\"232\" srcset=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified.png 2174w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified-300x32.png 300w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified-1024x109.png 1024w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified-768x82.png 768w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified-1536x164.png 1536w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified-2048x219.png 2048w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified-24x3.png 24w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified-36x4.png 36w, https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2022\/06\/preview-zwnjnbsp3-tinified-48x5.png 48w\" sizes=\"auto, (max-width: 2174px) 100vw, 2174px\" \/><\/a><\/p>\n<p>Don\u2019t worry: <strong>GMass automatically uses &amp;zwnj;&amp;nbsp; to make sure your preview text stands alone<\/strong>. But if you\u2019re ever setting up preview text manually with some other email service provider (how <em>could<\/em> you?!), you should know about this technique.<\/p>\n<h4 id=\"Remember: Preview text doesn\u2019t always show up\">Remember: Preview text doesn\u2019t always show up<\/h4>\n<p>Also, keep in mind that your preview text might not appear in some situations. Older email clients don\u2019t support it. Some desktop apps, like the Gmail website, may cut it off due to a long subject line. So treat your preview text as a bonus \u2014 and make sure your email doesn\u2019t\u00a0<i>need<\/i>\u00a0it to make sense.<\/p>\n<h3 id=\"Preview text copywriting: How to pair a subject line and preview text for maximum impact\">Preview text copywriting: How to pair a subject line and preview text for maximum impact<\/h3>\n<p>Here are five copywriting techniques you can use as you craft the perfect preview text\/subject line combo.<\/p>\n<h4 id=\"The curiosity builder\">The curiosity builder<\/h4>\n<p>The curiosity gap is one of the most effective psychological tricks for a subject line. Tease something so appealing a person\u00a0<i>has<\/i>\u00a0to click to open the email.<\/p>\n<p>You can use the preview text to further the mystery.<\/p>\n<p>Example:<\/p>\n<ul>\n<li><b>Subject:<\/b>\u00a0We just released our most requested product ever!<\/li>\n<li><b>Preview text:<\/b>\u00a0This\u00a0<i>will<\/i>\u00a0sell out FAST.<\/li>\n<\/ul>\n<p>You can also use the preview text to elaborate a little bit on the mystery without fully giving it away.<\/p>\n<ul>\n<li><b>Subject:<\/b>\u00a0It\u2019s our biggest sale ever!<\/li>\n<li><b>Preview text:<\/b>\u00a0We\u2019ve done 25% once before, but this is even bigger\u2026<\/li>\n<\/ul>\n<h4 id=\"The funny + informative pairing\">The funny + informative pairing<\/h4>\n<p>You can use your subject line and preview text like a comedy duo: One is the straight man, one tells the punchline.<\/p>\n<p>Here\u2019s an example of a funny subject with informative preview text:<\/p>\n<ul>\n<li><b>Subject:<\/b>\u00a0Whoomp, there it goes!<\/li>\n<li><b>Preview text:<\/b>\u00a0There\u2019s less than 48 hours left in our annual July blowout.<\/li>\n<\/ul>\n<p>And here\u2019s an informative subject with funny preview text:<\/p>\n<ul>\n<li><b>Subject:<\/b>\u00a010% off at BottleKeeper<\/li>\n<li><b>Preview text:<\/b>\u00a0A naked beer is a warm beer<\/li>\n<\/ul>\n<h4 id=\"The sense of urgency and scarcity\">The sense of urgency and scarcity<\/h4>\n<p>Few psychological techniques are more powerful than creating a sense of urgency (or scarcity). The best thing you can do? Use the subject line and preview text to create\u00a0<i>both<\/i>.<\/p>\n<p>Here\u2019s an example:<\/p>\n<ul>\n<li><b>Subject:<\/b>\u00a0Sale ends at 9 PM EST!<\/li>\n<li><b>Preview text:<\/b>\u00a0Or sooner, since we\u2019re SO close to selling out<\/li>\n<\/ul>\n<p>And here\u2019s an example with the roles flipped (urgency in the preview text, scarcity in the subject line):<\/p>\n<ul>\n<li><b>Subject:<\/b>\u00a0We only have 3 appointments left<\/li>\n<li><b>Preview text:<\/b>\u00a0Sign up for your demo before Tuesday to get $300 off<\/li>\n<\/ul>\n<h4 id=\"The doubly direct approach\">The doubly direct approach<\/h4>\n<p>Sometimes directness is the best approach \u2014 and that means being direct in both your subject line and preview text. For example:<\/p>\n<ul>\n<li><b>Subject:<\/b>\u00a0Sonnox Summer \u2014 Sale Save Up to 81% on Mix Bus Bundle<\/li>\n<li><b>Preview text:<\/b>\u00a0The Sonnox Summer Sale starts on Wednesday, June 8th<\/li>\n<\/ul>\n<h4 id=\"The double shot of personalization\">The double shot of personalization<\/h4>\n<p>Since GMass allows you to use merge tags in both your subject line and preview text, you could use both to\u00a0<i>really<\/i>\u00a0catch someone\u2019s eye. Here\u2019s an example:<\/p>\n<ul>\n<li><b>Subject:<\/b>\u00a0{FirstName}, check out our new offer<\/li>\n<li><b>Preview text:<\/b>\u00a0Our strategy for boosting {CompanyName} MRR by 35%<\/li>\n<\/ul>\n<p>Here\u2019s another:<\/p>\n<ul id=\"nextsteps\">\n<li><b>Subject:<\/b>\u00a0Following up with {FirstName}<\/li>\n<li><b>Preview text:<\/b>\u00a0(We met at {Convention})<\/li>\n<\/ul>\n<h2>Preview Text: Next Steps to Get Started<\/h2>\n<p>If you\u2019re already using GMass, you should be all set with preview text. (If it doesn\u2019t appear in your GMass settings, refresh your browser.)<\/p>\n<p>If you\u2019re not using GMass yet and you\u2019re ready to join the 400,000+ others who rely on GMass for their professional <i>and<\/i>\u00a0personal mass email needs, hit the\u00a0<a href=\"https:\/\/chrome.google.com\/webstore\/detail\/gmass-powerful-mail-merge\/ehomdgjhgmbidokdgicgmdiedadncbgf\">Chrome Web Store<\/a>\u00a0to get started. You can\u00a0<b>get rolling with GMass for free<\/b>\u00a0\u2014 just install the extension and you\u2019ll be creating emails (and killer preview text) in a\u00a0<b>matter of minutes<\/b>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Preview text\u00a0is one of the three major elements behind how an email looks in the inbox. And while it\u2019s not quite as well-known or deeply-analyzed as the subject\u2026<\/p>\n","protected":false},"author":29,"featured_media":20979,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26,4255,30],"tags":[],"class_list":["post-20935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gmass","category-new-features","category-open-rate"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Preview Text: What It Is, Best Strategies, &amp; How to Set It in GMass<\/title>\r\n<meta name=\"description\" content=\"What is preview text? Here&#039;s how to set it in GMass for a single email or for a sequence. 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