Insurance company owners, clients and marketers should take advantage of preview text for all their email campaigns. If you’re not familiar with sample text and its role in insurance email marketing campaigns, read on:
What is sample text?
It is the snippet of text below (or next to) the subject line of an email in the email client’s inbox. It provides more detail on the subject of the email and improves the appearance of the delivered email, which translates into the overall professionalism of the message and campaign. Proper use of sample text prevents illegible or unrecognizable text under the subject line of your email.
Who uses it?
All major email clients now support this feature, including Outlook, Gmail, and Apple Mail. Gmail calls it Snippets, Apple Mail calls it Preview, and Outlook calls it Message Preview.
What happens if you don’t use it correctly?
As seen below, the sample text pulls an image name rather than information that would be useful to the reader, impacting the campaign’s professionalism and expertise. Graphically rich emails, or emails that begin 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 every message, especially with graphically rich emails, to make sure their sample text is accurate. Given the challenge of getting your email delivered, bypassing spam filters, and avoiding bulk email labeling issues or Boolean poisoning with your message, it’s important to ensure that all of your email campaigns use the sample text appropriately. to use.
Here are a few additional tips to help you. It’s best to modify the sample text to complement the subject line, rather than repeating the subject line. Let’s say your subject line is:
Webinar – Compliance Rules, Regulations and Recent Industry Changes
Don’t repeat the subject line. Compliment your subject line with other relevant and helpful details. For example:
Join this important webinar tomorrow
Also, insurance agency marketers should try to keep your text short and concise. While email client views can vary wildly, try to keep your text between 35 and 40 characters. This should allow all or most of your recipients to read it in its entirety. Longer text will be truncated, just like a long subject line might do when viewed by your prospects and customers. That said, for more complicated messages, you can use more characters, but try to keep the essence of your message within the first 40 characters. Your mantra should be short, concise, and impressive.