When to choose visible/invisible preview text? | Community
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A
Anonymous
July 12, 2016
Solved

When to choose visible/invisible preview text?

  • July 12, 2016
  • 5 replies
  • 5159 views

Is there a good best practice of when to use invisible preview/snippet text and when to make it visible?

Looks like O'Reilly's data newsletter has the preview text visible, for example:

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    Best answer by

    We do both in our emails. Our emails that are more simple templates we keep it hidden vs. our more HTML emails with on CTA we add it in as visible.

    5 replies

    Harish_Munagala
    Harish_Munagala
    New Participant
    May 18, 2017

    Did anyone run into the risk of email getting marked as spam because of using hidden preheader / preview text? I tried several options with CSS but the text was still showing up on Gmail. So I decided to use Font color same as background color but I'm sure that increases spam risk.

    email - Can hidden preheader text affect e-mail spam score / deliverability? - Stack Overflow

    Let me know if anyone else came across this issue.

    Thanks,

    Harish

    A
    Anonymous
    July 21, 2016

    How does one add preheader text?

    Harish_Munagala
    Harish_Munagala
    New Participant
    May 18, 2017

    Hi Sarah, this link has all the details to get started with pre-header text. What are Email Preheaders and how to use them | Campaign Monitor

    Best,

    Harish

    K
    kpara3-2
    New Participant
    July 18, 2016

    Hi Katharine,

    As a personal preference I like the invisible pre headers. Yes, it does take a little more time in Marketo (initially just the coding into the template) but then you edit it as a normal editable section.

    I think that it gives you even more area to promote your product (use a different line, make it catchy, get creative) and isn't so redundant on the desktop when you can see the preheader both in the preview and the actual email. It also gives you more flexibility in your templates to not have that line of text impacting how your banners, copy, etc. are placed. I know as a consumer who gets many an email I personally like that better.

    Kim

    A
    Anonymous
    Accepted solution
    July 18, 2016

    We do both in our emails. Our emails that are more simple templates we keep it hidden vs. our more HTML emails with on CTA we add it in as visible.

    A
    Anonymous
    July 12, 2016

    Hi Katarine,

    I would always suggest you use preheader text if you have an image or link up top. I use it with my team so that when you are previewing the email or on mobile you have a teaser to increase opens. In the past agencies I have worked with strongly advised that you always include preheader text.

    Regards,
    Kelley

    A
    Anonymous
    July 12, 2016

    I know I want to add preview text. The question is, should it be visible only in the preview section or when someone opens the email should they see it also?

    Thanks!

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