The backstory (and new story) on the preview textual content hack

The preview textual content hack used to solely include a string of ‌ , however the e-mail neighborhood (and our latest testing) found that that preview textual content hack doesn’t work with Yahoo Mail. Our e-mail advertising specialist, Carin Slater, recommends utilizing all 5 HTML entities  so “you then’re masking all of your bases, and providing the perfect expertise to your subscribers when it’s supported”.

However, since email clients make updates fairly usually that may break your emails, it’s essential to be sure to at all times take a look at your preview textual content (and the remainder of your emails)!

We’d additionally like to provide a particular shout out to Litmus Neighborhood member Ryan Area who mentioned this technique in 2016—and known as it a “tremendous outdated” preview textual content hack. Whereas that could be true, hardly anybody was utilizing it.

Almost 35% of respondents from our LinkedIn poll nonetheless don’t find out about it.

Preview Text Hack

Hopefully, we’ll proceed to see using the preview textual content hack climb.

How manufacturers are utilizing this hack

In search of inspiration on methods to use this trick?

We’ve been utilizing this hack in our Litmus emails from the month-to-month e-newsletter and Litmus Weekly, to product bulletins and occasion invitations. Right here’s how a few of them seem like in Gmail:


Try some extra examples of different manufacturers efficiently utilizing this hack to optimize their preview textual content:


Does it impression e-mail deliverability?

Whereas there are considerations from the neighborhood and e-mail entrepreneurs relating to email deliverability and use of this hack, we haven’t skilled any points. We’ve been utilizing the preview textual content hack throughout totally different campaigns for a few years now with out ever seeing a adverse impression on deliverability. If something, it would assist deliverability since this could create a optimistic subscriber expertise, which results in engagement. (The inbox suppliers love that!).

However, as with most issues in e-mail, should you do wish to use this hack however are involved about the way it might impression your deliverability, use email A/B testing to see in case your subscribers reply positively, and guarantee your deliverability charges stay steady.

Take management of your preview textual content

The recognition of this hack is rising, however there are nonetheless many manufacturers who’ve but to make use of it. So give it a try to see the way you prefer it. You’d by no means depart your topic line to probability, so take management of your preview textual content as properly.

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Subject Line Checker

Make the perfect first impression

Get a guided verify of essentially the most vital e-mail components—like your topic line, preview textual content, and from title—earlier than you hit ship, with Litmus Take a look at. Begin your free trial at the moment.

Learn how


Initially revealed on July 11, 2018, by Chad S. White. Final up to date June 23, 2023.


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