The initial snippet of text displayed in an email inbox, before the recipient opens the message, is referred to as the preview. The length of this visible text is governed by the constraints imposed by email clients and devices. For example, a mobile device might display fewer characters than a desktop email client, influencing how much of the message is initially visible.
Carefully considering the character count for this snippet is crucial for optimizing open rates. It serves as a primary factor in a recipient’s decision to engage with the email. Historically, marketers often neglected this aspect, leading to missed opportunities. A well-crafted and concise summary can significantly improve email marketing campaign performance.