Hi ,

This week we will be covering the Johnson box and how you can best utilise preview text to increase open rates. 

Johnson box 

At the top of your email you will find the info area, in which you can add text that will appear under the subject line as preview text. 

Depending on screen size and the individual settings anywhere from 0 - 278 characters of preview text will appear in the inbox. 

I would recommend you keep your preview text below 90 characters to allow for differing screen sizes.

How to optimise your preview text

• Think of it as part of the subject line family, they need to relate to each other with the preview text flowing nicely from the subject line. 

• Avoid repeating your subject line

• Use personalisation within your preview text

• Use CTA's if they match your subject line

• Perform A/B test to learn what works

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