Insurance Agency Email Marketing and Preview Text

Insurance agency owners, principals and marketers should be taking advantage of preview text for all their email campaigns. If you are unfamiliar with preview text and its role with insurance email marketing campaigns, read on:

What is preview text?

It is the text snippet below (or next to) an email subject line in the email client inbox. It provides additional detail into the subject matter of the email and improves the look and feel of the delivered email, which translates into the overall professionalism of the message and campaign. Correct use of preview text prevents garbled or unrecognizable text under your email subject line.

Who uses it?

All major email clients now support this feature, including Outlook, Gmail and Apple Mail. Gmail refers to this as Snippets, Apple Mail calls it a preview, and in Outlook it’s a Message Preview.

What happens when you don’t use it correctly?

As show below, the preview text is pulling an image name as opposed to information that would be helpful to the reader, thus impacting campaign professionalism and expertise. Graphically rich emails, or emails that begin with an image often cause problems.

  • Incorrect Text Example: //img.rt2546?ca.98239841349230491=999
  • Proper Text Example: New Webinar Available on Industry Compliance

Insurance agency marketers should review each message, especially with graphically rich emails, to ensure their preview text is correct. Considering the challenge in getting your email delivered, getting past spam filters, and preventing bulk email labeling or Boolean poisoning issues with your message, it’s important to make sure all your email campaigns are using preview text properly

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