{"id":4081,"date":"2024-11-08T17:34:17","date_gmt":"2024-11-08T22:34:17","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-preview-text-support\/"},"modified":"2025-01-23T15:57:37","modified_gmt":"2025-01-23T20:57:37","slug":"the-ultimate-guide-to-preview-text-support","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-preview-text-support","title":{"rendered":"The Ultimate Guide to Email Preview Text"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_ae2fdc030a27bbc19d19cf1d3c3d7c74\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">They say, \u201cYou never get a second chance to make a first impression.\u201d I\u2019m not exactly sure who \u2018they\u2019 are, but I agree with them in this case.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In email marketing, your first impression comes from three parts: the sender or \u2018from\u2019 name, the subject line, and the preview text\u2014aka <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-optimization-tips\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the email \u201cenvelope.\u201d<\/span><\/a><span style=\"font-weight: 400;\"> Together, these elements form a crucial part of any effective marketing strategy. Everyone remembers the \u2018from\u2019 name and subject line, as your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-snapshot-of-the-email-service-provider-landscape\" target=\"_blank\" rel=\"noopener\">email service provider (ESP)<\/a> won\u2019t let you send an email without them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But preview text is a whole different situation. And if you forget it, you\u2019re leaving that piece of your first impression up to the whims of your subscriber\u2019s email client.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, you\u2019ll learn how to take control of your preview text and add it to your templates to ensure your email\u2019s first impression is flawless.<\/span><\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"#what\">What is email preview text?<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#why\">Why is email preview text important?<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#difference\">The difference between preview text vs. preheader text<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#how-to\">How to add preview text to your email<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#length\">How long should email preview text be?<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#tips\">What is a good preview text for email? (+ tips to optimize)<\/a><\/li>\n<li><a rel=\"noopener\" href=\"#AI\">The future of email preview text: AI-generated summaries<\/a><\/li>\n<\/ul>\n<h2 id=\"what\">What the heck is email preview text?<\/h2>\n<p>Preview text is the bit of text below or next to an email\u2019s subject line in the inbox that gives extra insight into what\u2019s inside the email. We\u2019ll use the term \u2018preview text,\u2019 but you might see other names for it, too:<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Gmail<\/strong> refers to this as Snippets<\/li>\n<li aria-level=\"1\"><strong>Apple Mail<\/strong> refers to it as a preview<\/li>\n<li aria-level=\"1\"><strong>Outlook<\/strong> calls it a Message Preview<\/li>\n<\/ul>\n<p>No matter what it\u2019s called, this copy is the preview text. Here\u2019s an example of what preview text looks like:<\/p>\n<figure id=\"attachment_32140\" aria-describedby=\"caption-attachment-32140\" style=\"width: 1262px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-32140 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview_text.png\" alt=\"Gmail inbox showing preview text examples\" width=\"1262\" height=\"1600\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview_text.png 1262w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview_text-237x300.png 237w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview_text-808x1024.png 808w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview_text-768x974.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview_text-1212x1536.png 1212w\" sizes=\"(max-width: 1262px) 100vw, 1262px\" \/><figcaption id=\"caption-attachment-32140\" class=\"wp-caption-text\"><i>Preview text in Gmail<\/i><\/figcaption><\/figure>\n<p>Preview text is well supported in all email clients these days (at least the ones based in the United States). Most email clients show email preview text by default, which means it\u2019s a widely available way to connect with your subscribers and support your subject line.<\/p>\n<p><strong>But, the mechanics of how email clients pull this content depends on the email client itself and the subscriber\u2019s inbox settings.\u00a0<\/strong><\/p>\n<p>While email clients typically pull preview text from the first lines of copy in your email, there are a few that will pull it from an image ALT text. In rare cases, email clients generate preview text from code such as <code>&lt;a&gt;<\/code> tags. Although, code being pulled in isn\u2019t as common as it used to be.<\/p>\n<figure id=\"attachment_32141\" aria-describedby=\"caption-attachment-32141\" style=\"width: 1600px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-32141 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/diff_preview_txt.png\" alt=\"Examples of preview text rendering differently in different inboxes\" width=\"1600\" height=\"378\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/diff_preview_txt.png 1600w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/diff_preview_txt-300x71.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/diff_preview_txt-1024x242.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/diff_preview_txt-768x181.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/diff_preview_txt-1536x363.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><figcaption id=\"caption-attachment-32141\" class=\"wp-caption-text\"><i>Examples of preview text rendering differently in different inboxes<\/i><\/figcaption><\/figure>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-4104\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/logo.png\" alt=\"Litmus logo\" width=\"140\" height=\"165\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>What does <em>your<\/em> preview text look like?<br \/>\n<\/strong><\/p>\n<p class=\"zero\">See what shows up by previewing your emails in over 100 email clients, apps, and devices\u2014with Litmus Email Previews. And ensure you send the perfect preview text for every email in every inbox.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Learn more \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<h2 id=\"why\">Why is email preview text important?<\/h2>\n<p>You have limited space (and time) to convince subscribers to open your email, so every character counts. Here\u2019s how email preview text improves your subscriber experience and boosts performance.<\/p>\n<h3>Increases open rates<\/h3>\n<p>Email preview text lets you add more context to your subject line, which can boost your email open rates.<\/p>\n<p>Don\u2019t believe us? Do some preview text testing of your own. Autoplicity saw almost an <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/rejoiner.com\/resources\/the-quickest-win-for-increasing-email-open-rates-stop-neglecting-email-preheader-text\/\">8% increase in their open rates<\/a> when they started using preview text. And WeddingWire saw a 30% increase in click-through rates by testing theirs.<\/p>\n<figure id=\"attachment_91378\" aria-describedby=\"caption-attachment-91378\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-91378 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Patagonia-1024x229.png\" alt=\"Patagonia - Winter sale: Hundreds of styles up to 40% off. Plus, some stories to get you out there.\" width=\"1024\" height=\"229\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Patagonia-1024x229.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Patagonia-300x67.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Patagonia-768x172.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Patagonia.png 1306w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-91378\" class=\"wp-caption-text\">Email preview text that explains what else is in the email<\/figcaption><\/figure>\n<h3>Builds anticipation and sets expectations<\/h3>\n<p>Your email preview text can build on your subject line to pull subscribers in further and further. For example, if your subject line announces a sale, the preview text can say \u2018up to 60% off!\u2019 or \u2018Now through Friday\u2019 to help subscribers understand what they\u2019ll see inside the email.<\/p>\n<figure id=\"attachment_91321\" aria-describedby=\"caption-attachment-91321\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-91321 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Anthropologie-1024x230.png\" alt=\"Anthropologie - Our Love Language = 40% Off on the App + 4 more...can you guess 'em all?\" width=\"1024\" height=\"230\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Anthropologie-1024x230.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Anthropologie-300x68.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Anthropologie-768x173.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Anthropologie.png 1324w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-91321\" class=\"wp-caption-text\">The subject line reveals one deal, but the preview text hints at more<\/figcaption><\/figure>\n<h3>Enhances personalization and relevance<\/h3>\n<p>Email preview text feels a bit like a note tacked onto a standard subject line, which means you can lean into that personal feeling and add a name or relevant details based on a subscriber\u2019s actions.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-32142 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/weddingwire-example.jpeg\" alt=\"example of preview text from WeddingWire\" width=\"389\" height=\"126\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/weddingwire-example.jpeg 389w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/weddingwire-example-300x97.jpeg 300w\" sizes=\"(max-width: 389px) 100vw, 389px\" \/>\n<figure class=\"row p-5 my-5 background-light-gray rounded-5\">\n<blockquote class=\"blockquote\"><p>&#8220;Customers want to receive more relevant, personalized emails, and delightful emails\u2014but marketers struggle to find the right data points to create these experiences. Using a tool like <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" target=\"_blank\" rel=\"noopener\">Litmus Personalize<\/a>, marketers can go beyond the limitations of their ESP to create truly personalized emails customers expect, while also providing the perfect opportunity to collect critical zero- and first-party data to help inform future campaigns.&#8221;<\/blockquote><figcaption class=\"blockquote-footer\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/daniel-r-80737219\/\" target=\"_blank\" rel=\"noopener\">Daniel Rosen<\/a>, Senior Account Manager, Litmus<\/figcaption><\/figure>\n<h3>Strengthens brand voice and messaging<\/h3>\n<p>Is your brand straightforward or playful? Do you make jokes or talk stats? The preview text is more space to flex your brand\u2019s tone. If you need help getting your point across, <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/litmus-assistant-beta-launch#:~:text=Tone%20of%20voice%3A%20The%20tone,Casual%2C%20Enthusiastic%2C%20or%20Funny.\">Litmus Assistant&#8217;s<\/a> AI tone-of-voice editor can help.<\/p>\n<figure id=\"attachment_91320\" aria-describedby=\"caption-attachment-91320\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-large wp-image-91320\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Pizza-Hut-1024x224.png\" alt=\"Pizza Hut - Raise your hand if Melts have you like (Emoji). Biiiiiiiiiig same.\" width=\"1024\" height=\"224\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Pizza-Hut-1024x224.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Pizza-Hut-300x65.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Pizza-Hut-768x168.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Preview-Pizza-Hut.png 1310w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-91320\" class=\"wp-caption-text\">The style of your preview text copy should match your brand and audience<\/figcaption><\/figure>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Prepare your email program for what\u2019s to come<\/p>\n\t\t\t\t<p>Get the data, insights, and trends you need from nearly 1,000 marketers to future-proof your email program from The <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-innovations\">State of Email Innovations Report<\/a>.<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-innovations\" class=\"text-white text-decoration-none\">Download the report<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/05\/State-of-Innovations-Banner.png\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2 id=\"difference\">The difference between preview text vs. preheader text<\/h2>\n<p>What about email preheader text? Some marketers use these terms interchangeably, but they are actually two different things.<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Preview text<\/strong> shows up in the inbox, right after the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-write-the-perfect-subject-line-infographic\" target=\"_blank\" rel=\"noopener\">subject line<\/a><\/li>\n<li aria-level=\"1\"><strong>Preheader text<\/strong> <span style=\"font-weight: 400;\">is the text that shows up in your email above your header area, above your email\u2019s body copy (hence why it\u2019s called preheader in email marketing)<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_32143\" aria-describedby=\"caption-attachment-32143\" style=\"width: 1015px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-32143 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/extraneous_preheader.png\" alt=\"Exaple of preheader text reading &quot;Forecast: sandals all day, every day&quot;\" width=\"1015\" height=\"1600\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/extraneous_preheader.png 1015w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/extraneous_preheader-190x300.png 190w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/extraneous_preheader-650x1024.png 650w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/extraneous_preheader-768x1211.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/extraneous_preheader-974x1536.png 974w\" sizes=\"(max-width: 1015px) 100vw, 1015px\" \/><figcaption id=\"caption-attachment-32143\" class=\"wp-caption-text\"><i>Example of an eCommerce email with preheader text \u201cForecast: sandals all day, every day.\u201d<\/i><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">In the past, hiding content in your email was looked down upon and considered not good practice. The preheader text had to be visible in your email to not land in the spam folder. But as email has evolved, hidden content has become much more common and doesn\u2019t hurt your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email deliverability<\/span><\/a><span style=\"font-weight: 400;\"> like it used to.<\/span><\/p>\n<p>Nowadays, visible preheaders are much less common since they take up valuable real estate at the top of your email and usually don&#8217;t add much value to your design. If you use visible preheader text, make sure it makes sense in your email and with your subject line. If the preheader text only works as a support to your subject line, then don\u2019t show it in your email.<\/p>\n<p><span style=\"font-weight: 400;\">You could also add in hidden preheader text that\u2019s only for showing up in the inbox, and then include visible preheader text that works with the email design, such as in this abandoned cart email from Rudy\u2019s eCommerce store:<\/span><\/p>\n<p><strong>Subject line:<\/strong> Don\u2019t let free shipping go to waste<br \/>\n<strong>Preview text:<\/strong> Let us make it easier with free shipping<br \/>\n<strong>Preheader text:<\/strong> YOUR FREE SHIPPING IS ABOUT TO EXPIRE\u200c<span style=\"font-weight: 400;\"> \u200c \u200c<\/span><\/p>\n<figure id=\"attachment_32144\" aria-describedby=\"caption-attachment-32144\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-32144 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/email-preview.png\" alt=\"Email example showing the difference between preheader text vs. preview text\" width=\"800\" height=\"1029\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/email-preview.png 800w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/email-preview-233x300.png 233w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/email-preview-796x1024.png 796w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/email-preview-768x988.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-32144\" class=\"wp-caption-text\"><i>Example of email with preheader text that differs from preview text. Preheader text: \u201cYour free shipping is about to expire.\u201d<\/i><\/figcaption><\/figure>\n<h2 id=\"how-to\">How to add preview text to your email templates<\/h2>\n<p>Adding preview text to your email templates is super easy! Let\u2019s take it step by step.<\/p>\n<h3>1. Craft your compelling snippet<\/h3>\n<p><span style=\"font-weight: 400;\">Do you want your email preview to drive sales? Spark curiosity? Make subscribers laugh? Your first step is picking a goal or theme that aligns with your message. Here are a few you can try:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Curiosity<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> spark interest with a question, cliffhanger, or exclusive offer teaser.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" target=\"_blank\" rel=\"noopener\">Email personalization<\/a><\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> use dynamic tags like names or purchase history to make it relevant.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Call-to-action (CTA)<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> gently encourage the recipient to open the email.<\/span><\/li>\n<\/ul>\n<p>Then, get to writing! AI tools like <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-assistant\">Litmus Assistant<\/a> can help you brainstorm options, and your final choice should balance cleverness and clarity. You probably don&#8217;t want your preview text to make subscribers scratch their heads and say, &#8220;Huh?&#8221;<\/p>\n<h3>2. Add preview text through your email tool<\/h3>\n<p>The way you add preview text to your email code depends on your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/state-of-email-design-tools\" target=\"_blank\" rel=\"noopener\">email design tool<\/a> and whether you also want a distinct preheader text.<\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no right or wrong answer here, and you can always test methods to see which your email list responds to.<\/span><\/p>\n<p><strong>If you want the same text for the email preview and preheader:<\/strong><\/p>\n<p>You won&#8217;t need to do anything to add the preview text in your email if your email design already has a visible preheader or you plan on using the initial copy in your email.<\/p>\n<p><span style=\"font-weight: 400;\">Make the preview text copy the first thing in your email, even above images or links, to prevent alt text from showing up in the preview text. You could put this copy as the alt text for any image above your copy, but then you\u2019d end up with a duplicated copy, and the alt text wouldn\u2019t pertain to the image, which is not good for accessibility.<\/span><\/p>\n<p><strong>If you want custom preview text:<\/strong><\/p>\n<p>Many ESPs have a field you can fill in (usually next to the one where you add your subject line) if you want a different copy snippet to appear as your preview text. Adding preview text to these dedicated fields in email tools will automatically add the code to your email.<\/p>\n<p>If your ESP doesn\u2019t have a dedicated field for preview text, it\u2019s simple to add manually at the top of your code right after the <code>&lt;body&gt;<\/code> tag, like this:<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n\n<pre class=\"wp-block-syntaxhighlighter-code\">&lt;body>\n&lt;div style=\"display:none;\">Your preview text goes here&lt;\/div>\n&lt;\/body><\/pre>\n\n\n\n\n\t<div id=\"simple-text-block-block_0dccad1fa1e0e941a625817c0987f4bd\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<h3>3. Preview and test your snippet<\/h3>\n<p>You should always check that your preview text renders how you expect it (and want it!) to, and there are some simple hacks and tools to help you.<\/p>\n<p>For example, if your preview snippet is short and the inbox is pulling in more of your email content to fill the extra space, you can use <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-little-known-preview-text-hack-you-may-want-to-use-in-every-email\/\">an easy hack<\/a> to remedy it.<\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re nervous about adding code to your email, use an <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-builder\"><span style=\"font-weight: 400;\">email builder<\/span><\/a><span style=\"font-weight: 400;\"> to add preview text <\/span><i><span style=\"font-weight: 400;\">as you build<\/span><\/i><span style=\"font-weight: 400;\">\u2014like with Visual Editor in <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-builder\/\"><span style=\"font-weight: 400;\">Litmus Builder<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-32145 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/short-preview-text.png\" alt=\"example of short preview text\" width=\"1600\" height=\"62\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/short-preview-text.png 1600w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/short-preview-text-300x12.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/short-preview-text-1024x40.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/short-preview-text-768x30.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/short-preview-text-1536x60.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\n<p>Without the hack, the inbox will pull in more of your email content to fill the extra space after your preview text, like so:<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-32146 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/no-pvt-hack.png\" alt=\"example of preview text without the preview text hack\" width=\"1600\" height=\"62\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/no-pvt-hack.png 1600w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/no-pvt-hack-300x12.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/no-pvt-hack-1024x40.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/no-pvt-hack-768x30.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/no-pvt-hack-1536x60.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\n<p>See the \u201cView this email in your browser\u201d bit after the intended preview text? Yikes.<\/p>\n<p>If you\u2019re nervous about adding code in your email, add preview text in with Visual Editor in <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-builder\/\">Litmus Builder<\/a>.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-32147 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/ezgif.com-gif-maker.gif\" alt=\"Visual Editor in Litmus Builder showing how to add preview text\" width=\"800\" height=\"464\" \/>\n<p>Here\u2019s how:<\/p>\n<ol>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/litmus-builder-essentials-getting-to-know-email-builder\/\">Create or add your email<\/a> in Litmus Builder<\/li>\n<li aria-level=\"1\">Hop over to the Visual view, then click on the subject line and preview text module in the preview pane<\/li>\n<li aria-level=\"1\">Add or edit your preview text in the editor on the left side. That&#8217;s it!<\/li>\n<\/ol>\n<h3>4. Optimize your preview text for each email marketing campaign<\/h3>\n<p><span style=\"font-weight: 400;\">Preview text is another email marketing element that you can test and optimize. For example, do conversions increase more when you include an exact discount percentage in the preview text or when you hint at the scale of the sale? Follow all the same <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-ab-testing-how-to\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">A\/B testing best practices<\/span><\/a><span style=\"font-weight: 400;\"> as you would with any other element, like changing a single variable and setting up distinct parameters.<\/span><\/p>\n<h2 id=\"length\"><span style=\"font-weight: 400;\">Character limits: how much is too much preview text?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Character limit varies by client and device. <\/span><span style=\"font-weight: 400;\">As your subscriber can change preview text settings in their email client, they can see anywhere from 5 lines of preview text (about 278 characters) to 0 lines of preview text. Even Gmail allows users to turn off snippets (friendly reminder, that\u2019s what they call preview text).<\/span><\/p>\n<p>With no way to track how much preview text shows up, <strong>we recommend keeping the preview text under 90 characters.<\/strong> Keep in mind that sometimes shorter or no preview text may be just the thing to make your email stand out in the inbox.<\/p>\n<p>However long you decide to go, make sure the most important part is near or at the beginning so your message comes across\u2014even if it gets cut off. We\u2019ve got more tips up next.<\/p>\n<h2 id=\"tips\">Tips to optimize your email preview text (and draw people in)<\/h2>\n<p>Now that you know how to add preview text to your email, what should you even say? With these tips, you\u2019ll craft the perfect message that\u2019ll have your subscribers opening!<\/p>\n<h3>Think of preview text as your subject line\u2019s best friend<\/h3>\n<p><span style=\"font-weight: 400;\">Peanut butter and jelly. Chicken and waffles. Some things just go better together. The same can be said of your subject line and preview text. They should work together and flow seamlessly from one to the other. Think of the preview text as an extension of the subject line. You can use it to create sense of urgency or inject humor into the email inbox. If you\u2019re leery of using emojis or personalization in your subject line, add them to the preview text.<\/span><\/p>\n<p>Chubbies is notorious for their delightful, sometimes hilarious, subject line and preview text combos. For example:<\/p>\n<img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2012\/12\/chubbies-jessica-biel-would.jpeg.webp\" alt=\"Example of preview text from Chubbies Sport Shorts\" width=\"750\" height=\"193\" \/>\n<p>Like Justin Timberlake completes Jessica Biel, this preview text literally completes the subject line, so it reads like one sentence altogether.<\/p>\n<h3><span style=\"font-weight: 400;\">Keep in mind AI-generated email summaries<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Over the past year, Gmail, Apple, and Yahoo have each introduced their respective versions of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ai-generated-summaries\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AI-generated summaries<\/span><\/a><span style=\"font-weight: 400;\">, altering the inbox experience for users who enable or engage with it. Remember that for Apple subscribers, not all subject line\/preview text combinations are going to work; <\/span><span style=\"font-weight: 400;\">prioritize getting your main message or hook across in your subject line. <a rel=\"noopener\" href=\"#AI\">(More on this below!)<\/a><\/span><\/p>\n<p><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/c3l5i9ywpz.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding: 77.29% 0 0 0; position: relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height: 100%; left: 0; position: absolute; top: 0; width: 100%;\">\n<div class=\"wistia_embed wistia_async_c3l5i9ywpz seo=false videoFoam=true\" style=\"height: 100%; position: relative; width: 100%;\"><\/div>\n<\/div>\n<\/div>\n<p style=\"text-align: center;\"><em>Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/youtu.be\/p2dhZ3AoDDs?si=rJx3T7fODAzOn_nS&amp;t=310\" target=\"_blank\" rel=\"noopener\">Apple<\/a><\/em><\/p>\n<h3>Don\u2019t lose your message<\/h3>\n<p>In webmail clients like Gmail, you only have so much space for both the subject line and the preview text together. So, if you have a long subject line, consider keeping the preview text nice and short. Notice how some preview texts aren&#8217;t fully displayed in this snapshot of a Gmail inbox? Yet others have a lot more space left to make an impact.<\/p>\n<p>And don\u2019t forget to test in as many places as you can to avoid any unfortunate cropping. Words like \u201cassociate\u201d, \u201cassume\u201d, \u201cassembly\u201d, and \u201cassorted\u201d may be cut in compromising places if you\u2019re not careful.<\/p>\n<p>Consider how the length of your subject line and preview text work together in the limited space of the inbox<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-32148 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview.png\" alt=\"Example of inbox with emails showing preview text\" width=\"1600\" height=\"468\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview.png 1600w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview-300x88.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview-1024x300.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview-768x225.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/02\/preview-1536x449.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\n<p>&nbsp;<\/p>\n<h3>Avoid repetition<\/h3>\n<p><span style=\"font-weight: 400;\">Reusing existing subject and headline copy in your preview text can be tempting, especially if you\u2019re in a rush. But recycling the same copy in all those places will make for one repetitive inbox message. Plus, if your subject line doesn\u2019t hook someone, then using that copy in your preview text, too, is missing a second chance at reeling your subscribers in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Get creative, using this extra space to play off of the subject line and further encourage your subscribers to open the email.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Use personalization.<\/strong><span style=\"font-weight: 400;\"> If you\u2019ve had success with using personalization in other parts of your email marketing campaigns, try personalizing preview text, too.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Sum up the email.<\/strong><span style=\"font-weight: 400;\"> If your subject line includes a CTA, use preview text to include more details. For example, if your subject line is \u201c50% off new arrivals,\u201d use preview text to explain what type of merchandise has arrived.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Include a CTA or secondary CTA.<\/strong><span style=\"font-weight: 400;\"> Does your email have a few CTAs? Consider showcasing them in your preview text if they pair well with the subject line.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Be honest.<\/strong><span style=\"font-weight: 400;\"> As always, you should <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/misleading-subject-lines\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">never trick your subscribers<\/span><\/a><span style=\"font-weight: 400;\"> into opening your emails. The sender name, subject line, and preview text should work together so subscribers know what to expect when they open. Follow this <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/newsletter-best-practices\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">best practice for your newsletters<\/span><\/a><span style=\"font-weight: 400;\">\u2014and for any\/all sends.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Encourage scrolling.<\/strong> <span style=\"font-weight: 400;\">If you\u2019re sending a newsletter, highlight a featured article (or two).<\/span><\/li>\n<\/ul>\n<h3>A\/B test to increase performance<\/h3>\n<p>Learn what works\u2014and what doesn\u2019t\u2014with continuous <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-ab-testing-how-to\/\">email A\/B testing<\/a>. Add preview text to your A\/B testing rotation. Test different preview text and subject line combinations. You might find that some strategies produce higher open rates while others generate more clicks.<\/p>\n<h3>Tailor to your target audience<\/h3>\n<p><span style=\"font-weight: 400;\">Your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-little-known-preview-text-hack-you-may-want-to-use-in-every-email\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email preview<\/span><\/a><span style=\"font-weight: 400;\"> text is another opportunity to create something that resonates with your email list, so keep their goals and personalities in mind as you write. Match your brand voice and nod to what your audience cares about, like value, innovation, exclusivity, or exploration.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Don\u2019t forget the CTA<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you use your subject line to catch attention in the inbox, you can use the preview text to set context for the type of content of the email inside. Here are a few examples:<\/span><\/p>\n<p>Newsletter preview text CTA examples:<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Explore<\/strong> featured books<\/li>\n<li aria-level=\"1\"><strong>Check<\/strong> out what\u2019s new<\/li>\n<li aria-level=\"1\"><strong>Open<\/strong> for inspiration<\/li>\n<\/ul>\n<p>Promotional preview text CTA examples:<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Save<\/strong> up to 40% on sewing machines<\/li>\n<li aria-level=\"1\"><strong>Shop<\/strong> the collection<\/li>\n<li aria-level=\"1\"><strong>Claim<\/strong> huge savings<\/li>\n<\/ul>\n<h3>Leverage emojis strategically<\/h3>\n<p>Unless emojis are an integral part of your brand, sprinkle them in here and there, like when your preview text is just a bit too long and you need to swap a word for a symbol. Adding imagery in the preview text emphasizes the copy and stands out in the inbox, but if you overuse emojis, they lose their intrigue.<\/p>\n<p>Preview text examples with emojis:<\/p>\n<ul>\n<li aria-level=\"1\">Cancel plans and add to \ud83d\uded2<\/li>\n<li aria-level=\"1\">Everything for your remodel is here \ud83d\ude4c<\/li>\n<li aria-level=\"1\">\u2744\ufe0f\u26c4\u2744\ufe0f\u26c4\u2744\ufe0f winter sale \u2744\ufe0f\u26c4\u2744\ufe0f\u26c4\u2744\ufe0f<\/li>\n<li aria-level=\"1\">\ud83d\udca1Bright projects ahead<\/li>\n<\/ul>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_3934c607af0324447d856a52809eb8eb\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/icon_signals.svg\" alt=\"\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Maximize your email ROI<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Factors like optimized email preview text can boost engagement and unlock untapped email-driven revenue.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/roi-calculator\">\n\t\t\t\t\t\tCalculate ROI\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_c1a0eca9dc16ca85f952308f43f51c42\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2 id=\"AI\"><span style=\"font-weight: 400;\">The future of email preview text: AI-generated summaries<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">During the first half of 2024, Apple, Gmail, and Yahoo each announced versions of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ai-generated-summaries\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AI-generated email summaries<\/span><\/a><span style=\"font-weight: 400;\">. This raises an important question: is this the end of traditional preview text?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-client-market-share\"><span style=\"font-weight: 400;\">Email Client Market Share<\/span><\/a><span style=\"font-weight: 400;\">, Apple, Gmail, and Yahoo rank among the top four email clients. For those concerned about the fate of preview text, it\u2019s not obsolete but possibly the start of a new era in email previewing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of these three inbox providers, Apple is the only one making a notable shift to the valuable <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-optimization-tips\"><span style=\"font-weight: 400;\">email \u201cenvelope\u201d<\/span><\/a><span style=\"font-weight: 400;\"> space\u2014made up of the sender name, subject line, and preview text.<\/span><\/p>\n<figure style=\"width: 1020px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/manual\/01182023-1.png\" alt=\"The email \u201cenvelope\u201d\" width=\"1020\" height=\"858\" \/><figcaption class=\"wp-caption-text\">The email \u201cenvelope\u201d<\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">AI-powered email summaries with <\/span><strong>Apple<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">As of October 2024, AI-powered email summaries are now available on <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.apple.com\/newsroom\/2024\/10\/apple-intelligence-is-available-today-on-iphone-ipad-and-mac\/\"><span style=\"font-weight: 400;\">iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1<\/span><\/a><span style=\"font-weight: 400;\"> as part of Apple Intelligence<\/span><span style=\"font-weight: 400;\">. Instead of relying on manually set preview text, Apple Intelligence analyzes the email content and generates its own summary, displayed just below the subject line.<\/span><\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/UslnMhBLHGA?si=U1zfI-dwjtN-d68Z\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Rather than previewing the first few lines of each email, users can now see AI-generated summaries directly in their inbox without opening the message. For longer threads, a single tap provides a summary of the most pertinent details.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apple has stated all <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/knak.com\/blog\/email-changes-ios18-sequoia\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AI processing occurs on the user\u2019s device<\/span><\/a><span style=\"font-weight: 400;\">, which means results will vary from user to user.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Keep in mind:<\/strong> while the latest software updates are out now, it doesn\u2019t mean <\/span><i><span style=\"font-weight: 400;\">all<\/span><\/i><span style=\"font-weight: 400;\"> Apple iPhone users will be updating their devices with it. Eventually, adoption will increase as older software versions get phased out, but remember this is currently only a subset of the larger Apple audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As of November 2024, Apple Intelligence is only available for the following devices:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">iPhone 16<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">iPhone 16 Plus<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">iPhone 16 Pro<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">iPhone 16 Pro Max<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">iPhone 15 Pro or iPhone 15 Pro Max<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Any iPad with A17 Pro or M1 and later<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mac with M1 or later<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Additionally, iPhone users will need to sign up for Apple Intelligence by joining the waitlist:<\/span><\/p>\n<figure id=\"attachment_106166\" aria-describedby=\"caption-attachment-106166\" style=\"width: 760px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-106166\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/ios-18-iphone-15-pro-settings-apple-intelligence-siri-crop.png\" alt=\"Apple Intelligence\" width=\"760\" height=\"720\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/ios-18-iphone-15-pro-settings-apple-intelligence-siri-crop.png 760w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/ios-18-iphone-15-pro-settings-apple-intelligence-siri-crop-300x284.png 300w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><figcaption id=\"caption-attachment-106166\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/support.apple.com\/en-us\/121115\" target=\"_blank\" rel=\"noopener\">Apple<\/a><\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">\u201cSummarize this email\u201d with Gemini in <\/span><b>Gmail<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">With Gemini, Gmail users who have Gemini activated in Google Workspace or a Google One AI Premium plan can now <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/a\/users\/answer\/14506398\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">generate email summaries<\/span><\/a><span style=\"font-weight: 400;\"> with a click or via the Gemini sidebar. This feature works for both single emails and entire email threads.<\/span><\/p>\n<p><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/i1sr9e3hh9.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding: 62.29% 0 0 0; position: relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height: 100%; left: 0; position: absolute; top: 0; width: 100%;\">\n<div class=\"wistia_embed wistia_async_i1sr9e3hh9 seo=false videoFoam=true\" style=\"height: 100%; position: relative; width: 100%;\"><\/div>\n<\/div>\n<\/div>\n<p style=\"text-align: center;\"><em>Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/mail\/answer\/14199860\" target=\"_blank\" rel=\"noopener\">Google<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">This works to help users save time by sorting through messages to gather the most important points, addressing the occasional difficulty of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/searchable-emails\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">searching for emails in your inbox<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s worth noting that this feature is available only to Google Workspace users with Gemini enabled. Although exact usage statistics are unknown, a comparison of mobile app downloads between ChatGPT and Gemini shows a notable difference in popularity (4.2 million downloads for ChatGPT vs. 783,000 for Gemini <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.statista.com\/statistics\/1454331\/united-states-chatgpt-gemini-app-downloads\/\"><span style=\"font-weight: 400;\">in September 2024<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Previously, Gemini was a paid feature for Google Workspace, but as of August 2024, it is now accessible to free Gmail users.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">AI-powered email summaries in <\/span><strong>Yahoo Mail<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Yahoo also introduced AI-powered email summaries as part of <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/overview.mail.yahoo.com\/\"><span style=\"font-weight: 400;\">The New Yahoo Mail<\/span><\/a><span style=\"font-weight: 400;\">, using AI-powered summaries to surface key points.<\/span><\/p>\n<p><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/vi4dlxxwf7.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding: 50.42% 0 0 0; position: relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height: 100%; left: 0; position: absolute; top: 0; width: 100%;\">\n<div class=\"wistia_embed wistia_async_vi4dlxxwf7 seo=false videoFoam=true\" style=\"height: 100%; position: relative; width: 100%;\"><\/div>\n<\/div>\n<\/div>\n<p style=\"text-align: center;\"><em>Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.yahooinc.com\/press\/yahoo-mail-redesigns-the-inbox-for-a-cleaner-smarter-and-simpler-experience\" target=\"_blank\" rel=\"noopener\">Yahoo<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Not every email will have this enabled; users will need to manually enable it for it work in their inbox.<\/span><\/p>\n<figure id=\"attachment_106167\" aria-describedby=\"caption-attachment-106167\" style=\"width: 1470px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-106167\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Yahoo-AI-generated-email-summaries.png\" alt=\"Yahoo AI-generated email summaries\" width=\"1470\" height=\"310\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Yahoo-AI-generated-email-summaries.png 1470w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Yahoo-AI-generated-email-summaries-300x63.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Yahoo-AI-generated-email-summaries-1024x216.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/02\/Yahoo-AI-generated-email-summaries-768x162.png 768w\" sizes=\"(max-width: 1470px) 100vw, 1470px\" \/><figcaption id=\"caption-attachment-106167\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/help.yahoo.com\/kb\/SLN36745.html\" target=\"_blank\" rel=\"noopener\">Yahoo<\/a><\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">What about alternative text sources, like ALT text and all-image emails?<\/span><\/h3>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.actionrocket.co\/blog\/ai-summaries-in-email-clients\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ActionRocket<\/span><\/a><span style=\"font-weight: 400;\"> has also pointed out how AI-generated summaries aren\u2019t necessarily looking at the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-styled-alt-text-in-email\"><span style=\"font-weight: 400;\">ALT text<\/span><\/a><span style=\"font-weight: 400;\"> in your emails\u2014neither is it scanning the text in your images. Using live text will help mitigate AI interpreting your all-image email as \u201ctoo short to summarize\u201d or pulling in elements you likely won\u2019t want highlighted, \u201cUnsubscribe or manage your email preferences here.\u201d<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Best practices for AI-generated email summaries<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As noted earlier, AI-generated email summaries are currently available only to a subset of Apple, Gmail, and Yahoo users. So, while preview text isn\u2019t disappearing, it is evolving.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To stay ahead of this shift and make the most of your email\u2019s &#8220;envelope&#8221; real estate\u2014sender name, subject line, and preview text\u2014focus on these best practices:<\/span><\/p>\n<ul>\n<li><strong>Prioritize the subject line.<\/strong><span style=\"font-weight: 400;\"> Since AI-generated summaries may alter preview text display, focus on crafting subject lines that get your main message across\u2014even if preview text is truncated. Ensure your subject line instantly communicates the most compelling part of your email\u2019s offering, whether that\u2019s urgency, a special offer, or a hook to drive subscribers to open your email to learn more.<\/span><\/li>\n<li aria-level=\"1\"><strong>Ensure your sender name is recognizable<\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> The last thing you want is to create confusion (and mislead someone into thinking your email is <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-your-content-could-trigger-the-spam-filter\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">spam<\/span><\/a><span style=\"font-weight: 400;\">). Make it friendly, recognizable, and easy to read.<\/span><\/li>\n<li aria-level=\"1\"><strong>Avoid <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-you-shouldnt-send-image-only-emails\" target=\"_blank\" rel=\"noopener\">all-image emails<\/a>.<\/strong><span style=\"font-weight: 400;\"> AI may not interpret <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-styled-alt-text-in-email\"><span style=\"font-weight: 400;\">ALT text<\/span><\/a><span style=\"font-weight: 400;\"> in images effectively\u2014and won\u2019t analyze the text in your images, either\u2014so use live text for more optimized summaries and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-web-fonts\" target=\"_blank\">web safe fonts<\/a> for improved readability and accessibility.<\/span><\/li>\n<li aria-level=\"1\"><strong>A\/B test your email \u201cenvelope.\u201d<\/strong> <span style=\"font-weight: 400;\">For continuous learnings and optimization, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/subject-line-tests-and-tips\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">test subject lines<\/span><\/a><span style=\"font-weight: 400;\">, preview text, and from name combinations for guidance on what\u2019s working (and what\u2019s not).<\/span><\/li>\n<li aria-level=\"1\"><strong>Monitor open rates.<\/strong><span style=\"font-weight: 400;\"> Regularly check your open rates, especially with Apple, Gmail, and Yahoo audiences. Although this isn\u2019t possible directly through your ESP, Litmus <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\"><span style=\"font-weight: 400;\">Email Analytics<\/span><\/a><span style=\"font-weight: 400;\"> can help!<\/span><\/li>\n<li aria-level=\"1\"><strong>Use AI tools for guidance.<\/strong><span style=\"font-weight: 400;\"> Plug your email content into ChatGPT or similar AI tools to see how it might be summarized in subscriber inboxes.<\/span><\/li>\n<li aria-level=\"1\"><strong>Design with hierarchy.<\/strong><span style=\"font-weight: 400;\"> Follow <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/foundations-of-email-design\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email design best practices<\/span><\/a><span style=\"font-weight: 400;\"> with semantic headings to enhance your email\u2019s readability and effectiveness when it gets summarized by AI.<\/span><\/li>\n<\/ul>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Drive engagement with dynamic content<\/p>\n\t\t\t\t<p>Personalize emails with live polls, personalized images, scratch-offs, and more. No coding experience required. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" class=\"bold\">Learn more.<\/a><\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing-litmus\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/hero_example_email.png\" width=\"210\" height=\"151\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2><span style=\"font-weight: 400;\">Start using email preview text to your advantage<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email preview text is like a subject line sidekick that can boost open rates and conversions by adding more context and detail. In email marketing, it\u2019s a great opportunity to engage readers right from their inbox. So go ahead, have some fun with it! Experiment with new CTAs and copy, but remember to test each email before sending so you know the preview text can live up to its potential.<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Send with total confidence<\/p>\n\t\t\t\t<p>Preview emails in 100+ clients, catch errors, and ensure accessibility. Cut QA time in half.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\" class=\"text-white text-decoration-none\">Start email testing<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Unlock the full potential of email preview text with expert tips, best practices, and strategies to maximize impact of your email marketing initiatives.<\/p>\n","protected":false},"author":3,"featured_media":106111,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[478,10254,10246,9805],"blog_category":[53],"class_list":["post-4081","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-design","tag-preview","tag-testing","tag-text","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Ultimate Guide to Email Preview Text | Litmus<\/title>\n<meta name=\"description\" content=\"Unlock the full potential of email preview text with expert tips, best practices, and strategies to maximize impact of your email marketing initiatives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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