5 Preview Text Tips to Boost CME Email Open Rates

 
CME Preview Text Image
 

What is it exactly that gets physicians and other healthcare professionals to open your CME emails?

The From Name, Subject Line, AND Preview Text are the email elements that are visible in the inbox. All three are important and offer valuable opportunities for you to catch HCPs’ attention. In a recent survey, 59% of physicians said that the Subject Line was the element that prompted them to open CME email offers followed by Preview Text and From Name accordingly. Treat each of these elements like a pitch in a ball game and by optimizing them, you will increase your chances of not striking out and instead earn a big win with your digital marketing.

Of the three email elements seen in the inbox, the preview text is the most overlooked and lost opportunity to get HCPs to open an email. A prime example is the phrase below that is a definite strike against healthcare marketers trying to achieve higher open rates.

Click here to view in browser preview text image

It is imperative to use this valuable space in the inbox to intrigue HCPs and provide evidence of the important and relevant offer that is awaiting them inside.

Follow these 4 tips to optimize your preview text and increase open rates:

  1. Construct a teaser message
    Use the preview text as a “teaser” for the rest of the email. Its purpose is to grab your reader’s attention, trigger their curiosity, and get them to open and engage with your message.

  2. Elaborate on the subject line
    The shorter the subject line, the better it performs. Preview text allows you to add more detail while keeping the subject line at the most optimal length. Even though preview text can run a little longer, keep additional information straight-forward and to the point.

  3. Include strong action words
    Preview text can create a sense of urgency with a strong call-to-action. It can move readers to open sooner instead of being skimmed over in the inbox, put off being read until later, or deleted after some time when the inbox has become inundated with other off-topic emails.

  4. Front-load with most important words
    The preview text box does not have a character limit. However, the number of characters that actually display varies among desktop, mobile, and webmail email clients. As with subject lines, a good rule to follow is to place more important words and messages in the beginning of your preview text. When drafting your preview text, reword your preview text and eliminate any unnecessary words. Per best practices, try and keep characters between 35 and 90.

Check out the following effective preview text examples for CME marketers:

Live CME Offering image

In the example above for a live CME offering, the subject line states the CME course name, location, and date. The preview text offers additional information including what the course will cover and the opportunity to earn CME credits.

Online CME Course Image

The second example for an online CME course provides a sense of urgency and indicates that the CME activity is free in the subject line. The preview text provides a clear call-to-action, clarifies that the course is online vs. live, as well as highlights the area of specialization.

Healthcare professionals are busy and receive hundreds of emails each day. Help them start to recognize your emails among the clutter by consistently providing worthwhile information in your preview text space. Overall, this helps you to build your brand, strengthen relationships with HCPs, and increase engagement and registrations.

For more information about how preview text can help get your audience to open your emails, view your message, and engage, contact Brandon Feldt at 630-477-1537 or b-feldt@mmslists.com or fill out the form below.