How to Write Engaging Preview Text That Boosts Opens

How to write engaging preview text is one of the most overlooked skills in email marketing — yet it’s often the difference between an opened email and one that gets ignored. In B2B marketing, especially when you’re working with purchased data, preview text is valuable real estate. It’s your second chance, after the subject line, to grab attention and convince your recipient to click.

The trouble is, many businesses either skip it altogether, repeat the subject line, or fill it with something generic. That’s a wasted opportunity to connect with busy decision-makers who are scanning their inbox in seconds.

In this guide, we’ll break down exactly what makes preview text work, share examples that get results, and show you how to craft snippets that complement your subject line, spark curiosity, and align with your audience’s needs. Done right, your emails won’t just get opened — they’ll get acted upon.

Why Preview Text Matters in Email Marketing

In the crowded world of email marketing, your subject line and preview text work together as the “shop window” for your message. While the subject line grabs attention, the preview text provides a vital second layer of persuasion.

The Role of Preview Text in B2B Campaigns

For busy decision-makers, the preview text is often the deciding factor between opening an email and deleting it. It gives them a quick sense of the email’s relevance and value before they commit to clicking.

Influencing Open Rates

Well-written preview text can significantly lift open rates. By complementing the subject line, it helps clarify the purpose of the message and makes it more enticing to open.

First Impressions Count

When you’re targeting new contacts from purchased or curated email lists, preview text is part of that crucial first impression. If it’s relevant, clear, and intriguing, you immediately stand out from generic inbox clutter.

The Key Elements of Engaging Preview Text

Creating impactful preview text isn’t about cramming in as many words as possible — it’s about making every character count.

Relevance to the Recipient

Your preview text should speak directly to your audience’s needs, challenges, or goals. In B2B, this means focusing on industry-specific value rather than vague, generic promises.

Complementing the Subject Line

Think of the subject line and preview text as a pair. The subject line grabs attention, while the preview text adds context or builds intrigue. Avoid repeating the same words — instead, create a “two-part hook” that works together to tell a story.

Clarity and Brevity

Aim for 40–90 characters so your message displays well across devices. Keep language simple, action-oriented, and easy to scan — your readers will only give it a split-second glance.

Step-by-Step Process for Writing Preview Text

Writing strong preview text doesn’t have to be guesswork — follow this structured approach to make it effective and consistent.

Step 1 – Start with Your Goal

Decide what you want the reader to do or feel after seeing your subject line and preview text together. Is it to spark curiosity, highlight a benefit, or prompt urgency?

Step 2 – Align with the Subject Line

Your preview text should naturally follow the subject line. If the subject line teases a problem, the preview text should hint at the solution. If it poses a question, the preview text can promise the answer inside.

Step 3 – Use Curiosity, Urgency, or Value

Incorporate tactics like an intriguing question, an eye-catching statistic, or a clear benefit. The goal is to make the recipient feel they’ll miss out by not opening.

Step 4 – Edit for Space and Impact

Keep it concise and impactful. Test on both desktop and mobile to ensure your preview text doesn’t get awkwardly cut off.

Common Mistakes to Avoid

Even when you know how to write engaging preview text, small missteps can undo all your efforts. Avoid these common pitfalls to keep your open rates healthy.

Repeating the Subject Line

Duplicating your subject line in the preview text wastes space and offers no new reason to open the email. Always add fresh context or intrigue.

Using Irrelevant or Placeholder Text

Some email platforms pull in the first line of your email if you don’t set custom preview text — which can result in awkward, irrelevant snippets like “View this email in your browser.”

Misleading Clickbait

Overpromising in the preview text might get more opens initially, but it damages trust when the email content doesn’t deliver.

Forgetting Mobile Optimisation

With many B2B recipients checking emails on mobile, make sure your preview text is short enough to display well on smaller screens.

Measuring the Effectiveness of Preview Text

If you want to improve your open rates over time, you need to track how your preview text performs and make changes based on real data.

Tracking Open Rates

Monitor open rates before and after updating your preview text. A consistent lift in opens suggests your changes are resonating with your audience.

A/B Testing Variations

Test different preview text versions on the same subject line to see which drives more engagement. Small tweaks in tone, length, or focus can make a noticeable difference.

Considering Audience Segments

Different industries or job roles may respond better to different styles of preview text. Tailor your snippets for each segment of your email lists to maximise results.

By measuring performance and refining your approach, your preview text will evolve into a consistent driver of higher engagement.

Why Choose Results Driven Marketing

At Results Driven Marketing, we understand that knowing how to write engaging preview text is just one part of creating high-performing B2B email campaigns. We help UK SMEs craft strategies that get emails opened, read, and acted upon.

Why SMEs work with us:

• Over 12 years’ experience in B2B marketing and data supply

• Fully GDPR and CTPS compliant data sourcing

• Access to over 2,000 industry sectors for pinpoint targeting

• Campaign strategies tailored to your preferred outreach style

• Fast delivery and responsive customer support

Whether you need help improving your preview text or designing a complete email campaign, we provide the data, expertise, and guidance to make every send count.

Talk to us today — contact us for tailored advice and targeted email lists that convert.

Final Thoughts: Making Every Word Count

Mastering how to write engaging preview text isn’t about clever tricks — it’s about clarity, relevance, and adding value to your subject line. In B2B marketing, where every open can lead to a valuable conversation, your preview text is too important to overlook.

Think of it as a handshake before the meeting — short, professional, and inviting enough to encourage the next step. By keeping it relevant, concise, and aligned with your subject line, you can consistently improve your open rates and set the stage for meaningful engagement.

If you want expert guidance on preview text, subject lines, and overall email strategy, contact us. We’ll help you create campaigns that don’t just land in inboxes — they get results.

Results Driven Marketing
B2B Data Experts | GDPR-Compliant | UK SME Specialists
📍 Cobalt Business Exchange, Newcastle
📞 0191 406 6399 | 🌐 rdmarketing.co.uk