Browse The Report
- Nonprofit Email Deliverability & Engagement Benchmarks
- Nonprofit List Sizes
- Ask The Expert: Is List Segmentation Really That Important?
- Nonprofit Email Bounce Rates
- Nonprofit Email Open Rates
- Nonprofit Email Unsubscribe Rates
- Nonprofit Email Click-Through Rates
- Nonprofit Email Fundraising Performance
- Nonprofit Email Performance by Date & Time
- Email Sender Superlatives
- A Data-Driven Approach to Subject Lines & Preview Text
- Convey Positive Emotions in Subject Lines
- Ask the Expert: How Did You Use AI for Subject Line Sentiment Analysis?
- Words to Include (or Avoid) in Your Subject Lines
- Experiment with Emojis in Subject Lines
- Write Compelling Preview Text
- Words to Include (or Avoid) in Your Preview Text
- Put It All Together — Performance Benchmarks & Word Usage
- Creating Effective Emails
- Ask the Expert: What Should I Keep In Mind When Creating Compelling Emails?
- Tip #1 — Include Imagery in Your Emails
- Tip #2 — Pay Attention to Salutations
- Ask The Expert: Do Salutations Really Make a Difference?
- Tip #3 — Use the Word "You"
- Tip #4 — Make Your Message Scannable
- Ask The Expert: How Do I Create a Great Call to Action?
- Tip #5 — Include Great Calls to Action
- Put It All Together - Build Clear, Compelling Emails
- Lessons from the Most Engaging Email of 2022
- Data-Backed Insights for GivingTuesday and Year-End
- Methodology & Appendix
- About Neon One
Words to Include (or Avoid) in Your Preview Text
Your subject line should catch readers’ attention, and your preview text should give them an idea about the type of content they’ll find when they open your message. But preview texts are generally short, so every word counts. Koshy used the same methodology to identify words that both help and harm open rates.
Why Is This Important?
Different sources will recommend slightly different character limits for preview text. But, while recommendations range anywhere from 40 to 140 characters, one thing stays the same—preview text should be succinct. And, since preview text can have a dramatic impact on your open rates and fundraising performance, every character you include in this part of your message should be carefully chosen. Koshy’s findings can help you identify what words you do (and don’t!) want to include.
Preview Text Word Usage Data
|Word||Impact on Open Rates|
|Together||+ 225% impact|
|Hear||+ 206% impact|
|Video||+ 193% impact|
|Deadline||+ 190% impact|
|This||– 15% impact|
The machine learning system also identified a few words that had a positive impact on click-through rates, including:
|Word||Impact on CTRs|
|Programs||+ 22% impact|
|Program||+ 18% impact|
|Nature||+ 18% impact|
|News||+ 18% impact|
What This Means for You
Preview text may seem like a minor element in your overall email message, but it can make a big impression on donors. Take a look at these words and their impact on email performance. What do the words “together,” “hear,” “video,” “deadline,” “program(s),” “nature,” and “news” have in common? What kind of emotion or expectation would you feel when you saw one of those words in your own inbox? You might feel like you’re part of a group, that your feedback or experiences are valuable, that you’ll find engaging content in the email, or that you’ll learn about a program or campaign you might want to support. Channel those feelings into your own messages’ preview text and see how your audience responds.