Here’s how some of them look like in Gmail:Ĭheck out some more examples of other brands successfully using this hack to optimize their preview text: We’ve been using this hack in our Litmus emails from the monthly newsletter and Litmus Weekly, to product announcements and event invites.
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Looking for inspiration on how to use this trick? Hopefully, we’ll continue to see the use of the preview text hack climb. Nearly 35% of respondents from our LinkedIn poll still don’t know about it. While that may be true, hardly anyone was using it. We’d also like to give a special shout out to Litmus Community member Ryan Field who mentioned this technique in 2016-and called it a “super old” preview text hack. Our email marketing specialist, Carin Slater, recommends using all 5 HTML entities so “then you’re covering all your bases, and offering the best experience for your subscribers when it’s supported”.īut, since email clients make updates pretty often that can break your emails, it’s important to make sure you always test your preview text (and the rest of your emails)! The preview text hack used to only consist of a string of &zwnj, but the email community (and our recent testing) discovered that that preview text hack doesn’t work with Yahoo Mail. The backstory (and new story) on the preview text hack
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You can see where to insert the code in this example: The bottom line: If the hack shows up in your preview text, play around with different variations to see if you can find one that works. Robbins suggests adding and as these HTML entities add space that are still supported in Yahoo and iOS 16.4. We’ve also seen it done by adding spaces to the original hack: ͏ &zwnj ͏ &zwnj ͏ &zwnj.Robbins has a variation in his library of Good Email Code where he alternates the HTML entity ͏ and a space as the preview hack: ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ Whether it’s due to your ESP or an email client that is having a bad day, there may be times you’ll need to play around with the above preview hack to make sure it works. It just means the preview text hack should be considered as a progressive enhancement-a way to give subscribers a better experience if they have an email client that supports it-instead of it being a hack that works everywhere. Email clients are always changing (on average, every 1.2 days ) and it might not work everywhere.Įven if the preview text hack doesn’t work in all places, that’s not a reason to stop using it.
As of March 2023, it seems that in some cases, this preview hack may not work. The repetition of ͏&zwnj then fills any remaining preview text space. In most cases, all you need to do is add a chain of zero-width non-joiners (͏ and &zwnj ) and non-breaking spaces ( ) after the preview text you want displayed. Go short and have URLs and other “non-optimized” content from your emails pulled in to fill the space.Įnter, the little-known third choice… The preview text hackĭid you know you can create white space after your desired preview text so that email clients don’t pull other distracting text or characters into the envelope content?.Go long and have it cut off, which can create embarrassing truncation.That’s because email clients always pull in enough characters to fill all available preview text space (up to 5 lines). Enterprise Plan Boost collaboration and drive resultsĭid you know there is a preview text hack you can use to make the most of this valuable email real estate? Because your email’s preview text in the inbox shows at least as many characters as your subject line-(and in some cases, much more) it can be difficult to optimize.
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