A snippet is the top line of an email that is displayed separately from the subject line. Typically, the first line of a text or HTML message is displayed in the incoming fragment. This is a small but very important part of the email message that helps tip the scales in the seller’s favor as readers skim through their messages, find the most important ones, and delete the rest. Therefore, it is more important to improve the snippet in order to optimize the email and make your message stand out from the rest.
Different service providers have different types of display panels. Yahoo displays the snippet in a popup text box when the cursor hovers over the subject line. Gmail displays the snippet in the shaded portion after displaying the truncated subject line. In Outlook, a small amount of text is shown in the automatic preview.
increSome marketers give an invitation to join their list of subscribers in the snippet itself. Even though the service is valid, it should not be listed on the first line. Instead, it should be used to create interest, value, and excitement in your email. A well-formed snippet helps the reader, especially those on the run, decide whether to read the letter right away or delete it. In addition to the subject line, there are more words available in the snippet or top line of your email to increase brand awareness. This top line allows the reader to make a quick decision when they are in the middle of sorting incoming messages. Some preview panes block images by default, which increases the importance of the top row.
According to the survey, some of the common top lines are “View email with image” and “If you’re having trouble viewing this email, click here.” At first glance, there is nothing wrong with the message. But according to other statistics, the required number of people do not follow the link to go to the web version of the email. And none of the above sentences convey the offer or purpose of the email, leaving the reader to rely solely on the subject line as a clue. Another common drawback is that it doesn’t even include the company name or brand. Here’s another great opportunity to stand out is lost here.
The key to maintaining interest in a snippet is to create a new one every time, even if it takes a few extra minutes to complete, but its value can be seen in a better open rate. So the magic word here is to rejuvenate the top line, even if the same sentence is repeated. Your email to the seller should have an offer on the top line, such as free shipping, a holiday discount, or an offer to try our new product. News posts should have a snippet title, such as a fancy tidbit, top story, or company announcement, followed by a link to the web version. If the email is a confirmation of a transaction, you must indicate the action and, if necessary, thank you. If an order confirmation or thank you page is to be included in the transaction confirmation email, a link to that page must be included, but otherwise the links may be omitted and templates may be used instead of you.
It’s important to review the snippet before sending an email with the updated top row. It may appear differently in different desktop and web email clients such as Yahoo, Gmail, etc. and across platforms such as PC, mobile devices, Macintosh, etc. Tests should always be done. Divide the reviewer group, which may include trusted collaborators and longtime readers, into two groups. Send the first group their standard email and the other group their corrected email. Look at the opinions of both and choose the one with the best comments. Always check the click-through rate of a snippet to see how much attention it is getting.
The bottom line is that not a single line of an email should be wasted. The goal should be the whole thing and no meaningless text.