Using Preview Text to Grab Your Subscriber’s Attention

If you’ve ever found yourself reaching over to turn off the alarm clock while simultaneously picking up your phone to check email, then it will come as no surprise to learn that mobile devices are fast becoming the preferred platform for reading email. Email certification company Return Path revealed last Friday that mobile email consumption is set to surpass desktop consumption by the end of the year. The combination of overflowing inboxes and tiny mobile screens means your email needs to catch the eye of your reader before he or she has even opened it. Luckily, Direct Mail has just the tool you need to grab your reader’s attention: Preview Text.

What is Preview Text?

Preview Text is the two or three line preview of the contents of an email that is displayed in your inbox (usually underneath the subject line). Here’s an example:

Similar previews are shown in Outlook or Apple Mail. These previews work great for showing the content of text-only or conversational emails, but are less useful for newsletters. As you can see in the above example, the preview text is just showing a link to the Web Version and an Unsubscribe link—instead of catching the user’s attention with the meat of our newsletter. Wouldn’t it be great if you could customize that preview text to grab your reader’s attention?

Customizing Preview Text to Grab Your Reader’s Attention

With Direct Mail 3, you’re able to easily customize the content of those two or three preview lines.  Here’s how:

First, make sure you’re in the Messages tab. Then click the “+” next to the subject line. Choose “Preview Text”

Click "+" and choose Preview Text (or choose Message > Add Additional Headers > Preview Text from the menu bar)

A new “Preview Text” header will be added to your message. Pick a headline or sentence from your newsletter that you think will grab your subscriber’s attention and enter it into the text field:

That’s it! Now, when your send your message, your subscribers will see the preview text you wrote, instead of the default (and usually ineffective) text picked out by their email client:

Conclusion

Writing your own preview text is a great way to stand out from the crowd—especially when you’re competing for your reader’s eyeballs on a tiny mobile device. Direct Mail 3 makes it easy for you to choose just how you want to present yourself to your subscribers. Try using Preview Text on your next newsletter and watch open rates improve!

Announcing Stamps for iPhone!

Icon for Stamps for Direct MailDirect Mail is great for designing, sending, and tracking email campaigns on your Mac, but wouldn’t it be great if you could get campaign updates on your iPhone, too? Now, you can! We’re very happy to announce today’s release of our new iOS app called Stamps.

Use Stamps on your iPhone to track the results of any email campaign you send from Direct Mail on your Mac:

Stamps History List
View email open and bounce results at a glance

Direct Mail and Stamps sync automatically, so your campaign data is always up-to-date. The familiar iOS interface makes it easy to dig into the details with just one tap:

History details and charts in Stamps
Get reports on email opens, bounces, clicks, unsubscribes, complaints, and more—right at your fingertips!

What does it cost?

Stamps is free! You’ll need to have signed up for a Direct Mail pricing plan (or be an existing Direct Mail 2 user) to sign in.

How do I get it?

It’s easy, just visit https://directmailmac.com/stamps on your iPhone, or click here to be taken directly to the App Store. Our support site has additional information on Stamps.

Direct Mail 3.0.4 Update Now Available

We are happy to announce the availability of a free update to Direct Mail addressing some bugs that you may have run across. Notable changes include:

  • Hyperlinks embedded in the web version of your email now always point to the correct URL.
  • Message body content pasted or imported from Microsoft Word now renders properly.
  • Email rendering in Hotmail is improved.

See the release notes for more information. This update is recommended for all users. Update by choosing Direct Mail > Check for Software Update from the menu bar. Mac App Store customers can update via the App Store.

New in Direct Mail 3: Embed Video in Your Emails!

Some of the most exciting enhancements in Direct Mail 3 can be found in the message editor. In particular, we’ve added an easy way for you to embed video right into the body of your email. Videos can be a great way to engage your subscribers and stand out from the crowd. Read on for a quick tutorial on how to add video to your email.

New in Direct Mail 3: Link Your Email Campaigns to Daylite

As the first of a series of posts on new features, today I’d like to show off some of the new Daylite integration capabilities we’ve built into Direct Mail 3. Daylite is a powerful, easy-to-use application for managing your relationships with clients and customers. Direct Mail is a powerful, easy-to-use way to email those clients and customers. Wouldn’t it be great if the two applications could work together? With Direct Mail 3, now they can!

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