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

The preview textual content hack made use of to only consist of a string of &zwnj&nbsp, but the e-mail local community (and our latest screening) discovered that that preview textual content hack doesn’t perform with Yahoo Mail. Our e-mail marketing and advertising professional, Carin Slater, suggests making use of all 5 HTML entities  so “then you’re covering all your bases, and giving the most effective experience for your subscribers when it’s supported”.

But, since electronic mail clients make updates rather generally that can break your e-mail, it is crucial to make confident you usually take a look at your preview textual content (and the rest of your e-mails)!

We’d also like to give a unique shout out to Litmus Community member Ryan Discipline who described this system in 2016—and referred to as it a “super old” preview textual content hack. Although that may well be genuine, rarely anybody was applying it.

Practically 35% of respondents from our LinkedIn poll continue to don’t know about it.

With any luck ,, we’ll go on to see the use of the preview textual content hack climb.

How manufacturers are employing this hack

Wanting for inspiration on how to use this trick?

We’ve been working with this hack in our Litmus e-mails from the regular monthly newsletter and Litmus Weekly, to merchandise bulletins and party invites. Here’s how some of them seem like in Gmail:


Test out some additional illustrations of other manufacturers correctly making use of this hack to improve their preview textual content:


Does it effects e mail deliverability?

When there are fears from the neighborhood and email entrepreneurs relating to email deliverability and use of this hack, we have not skilled any problems. We have been employing the preview text hack across distinct strategies for quite a few several years now without having ever seeing a negative impression on deliverability. If anything at all, it might assist deliverability because this can build a favourable subscriber encounter, which qualified prospects to engagement. (The inbox vendors really like that!).

But, as with most factors in email, if you do want to use this hack but are involved about how it could effect your deliverability, use electronic mail A/B screening to see if your subscribers respond positively, and assure your deliverability charges keep on being steady.

Consider management of your preview textual content

The acceptance of this hack is raising, but there are still several makes who have however to use it. So give it a consider and see how you like it. You’d in no way go away your subject matter line to prospect, so take handle of your preview text as very well.

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Subject Line Checker

Make the most effective first impact

Get a guided verify of the most critical e mail elements—like your topic line, preview textual content, and from name—before you strike send, with Litmus Test. Begin your totally free demo right now.

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At first posted on July 11, 2018, by Chad S. White. Very last up to date June 23, 2023.


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