The short snippet of text that appears below the subject line when an email is viewed in an inbox is known by various names and serves a critical function. Often overlooked, this text provides recipients with a preview of the email’s content before they open it. For example, instead of displaying default text like “View in browser,” a sender might use this space to highlight a special offer or key message contained within the email.
This element is important because it significantly influences open rates. A well-crafted snippet can entice recipients to open the email, while a generic or irrelevant one can lead to it being ignored. Historically, email clients automatically populated this space with the first few words of the email body. However, modern marketing practices emphasize strategically designed previews to maximize engagement and improve campaign performance.
