4 Preview Text Tips to Boost Recruitment Email Open Rates

 
Medical Recruitment Preview text header image
 

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

In a recent survey, 60% of physicians said that the Subject Line was the element that prompted them to open recruiting email offers. However, the Subject Line, From Name, AND Preview Text, all visible in the inbox, play important roles and offer valuable opportunities to catch HCPs’ attention while they are scrolling. 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, 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.

Medical Recruitment Preview Text Image 1

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 readers’ 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 straightforward 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 preview text, try rewording and eliminating unnecessary words. Per best practices, attempt to keep characters between 35 and 90.

Check out the following effective preview text examples for medical recruiters:

Medical Recruitment Compensation Preview text Example

In the example above, the subject line states the specialty and location. The preview text offers additional information including the type of group/facility, reason for hire, and general insight regarding position advantages.

Medical Recruitment Location Preview text Example

The second example asks a question in the subject line prompting readers to pause, answer the question, and move them to open the email to see how the message relates to their answer to the question. The preview text provides location and salary adding just a little more to entice them to open the email.

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, increase engagement, and find qualified candidates for your specific positions.

For more information about how preview text can help get your audience to open your emails, view your message, and engage, contact Nick Angellotti at 630-477-1549 or n-angellotti@mmslists.com or fill out the form below.