{"id":135,"date":"2009-09-09T09:57:48","date_gmt":"2009-09-09T13:57:48","guid":{"rendered":"https:\/\/www.emailcritic.com\/?p=135"},"modified":"2009-09-09T09:57:48","modified_gmt":"2009-09-09T13:57:48","slug":"preview-text-overlooked-untested-and-critical","status":"publish","type":"post","link":"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/","title":{"rendered":"Preview Text: Overlooked, Untested, and Critical"},"content":{"rendered":"<p style=\"text-align:left;\">Preview text, be it executed through pre-header text, snippets, image alt tags or a combination thereof, are the most often overlooked, untested, yet critical components in crafting effective email marketing messages.<\/p>\n<p>In importance (assuming that the sender has a relationship with the subscriber and the email is relevant and timely) preview text comes in 3rd, with the subject line and friendly from lines being the two most factors in ensuring your email gets opened.<\/p>\n<p>This is especially true for B2B email campaigns, whereby the leading email clients Outlook and Lotus Notes, and now Google, display a preview of the messages content, via pop-up or inline display. In this instance I\u2019m showing Gmail:<\/p>\n<p style=\"text-align:left;\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-143 alignleft\" style=\"border:0 none;margin:0;\" title=\"er-direct2\" src=\"https:\/\/www.emailcritic.com\/wp-content\/uploads\/2009\/09\/er-direct2.gif\" alt=\"er-direct2\" width=\"500\" height=\"17\" srcset=\"https:\/\/www.emailcritic.com\/wp-content\/uploads\/2009\/09\/er-direct2.gif 653w, https:\/\/www.emailcritic.com\/wp-content\/uploads\/2009\/09\/er-direct2-300x10.gif 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p style=\"text-align:left;\">\n<p>In this example from <a title=\"Edith Roman has Preview Text Issues\" href=\"http:\/\/www.edithroman.com\/\" target=\"_blank\">Edith Roman<\/a> the subject line and preview text read \u201cHow to Reach the IT Market \u2013 Read our Blog if you cannot view this email\u201d<\/p>\n<p>While <em>Read our Blog if you cannot view this email<\/em> is kind of humorous and weird, I\u2019m certain that comedy was not there intent. Instead Edith Roman should continue the story that the subject line started and in turn further incentivize the subscriber to first open the email, then download the images, then take action.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Preview text, be it executed through pre-header text, snippets, image alt tags or a combination thereof, are the most often overlooked, untested, yet critical, components in crafting effective email marketing messages. https:\/\/www.emailcritic.com\/<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[23,30,31],"tags":[202,45,195,197],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Preview Text: Overlooked, Untested, and Critical - Email Critic<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Scott Hardigree\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/\"},\"author\":{\"name\":\"Scott Hardigree\",\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/person\/e2710fe0f549a043c5d05bd2f06f8240\"},\"headline\":\"Preview Text: Overlooked, Untested, and Critical\",\"datePublished\":\"2009-09-09T13:57:48+00:00\",\"dateModified\":\"2009-09-09T13:57:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/\"},\"wordCount\":204,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.emailcritic.com\/#organization\"},\"keywords\":[\"Email Marketing\",\"Email Marketing Mistakes\",\"Email Rendering\",\"HTML Emails\"],\"articleSection\":[\"Gmail\",\"Outlook 2007\",\"Preview Text\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/\",\"url\":\"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/\",\"name\":\"Preview Text: Overlooked, Untested, and Critical - Email Critic\",\"isPartOf\":{\"@id\":\"https:\/\/www.emailcritic.com\/#website\"},\"datePublished\":\"2009-09-09T13:57:48+00:00\",\"dateModified\":\"2009-09-09T13:57:48+00:00\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.emailcritic.com\/#website\",\"url\":\"https:\/\/www.emailcritic.com\/\",\"name\":\"Email Critic\",\"description\":\"The Bloody Truth About Email Marketing\",\"publisher\":{\"@id\":\"https:\/\/www.emailcritic.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.emailcritic.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.emailcritic.com\/#organization\",\"name\":\"Email Critic\",\"url\":\"https:\/\/www.emailcritic.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.emailcritic.com\/wp-content\/uploads\/2020\/03\/emailcritic-logo.jpg\",\"contentUrl\":\"https:\/\/www.emailcritic.com\/wp-content\/uploads\/2020\/03\/emailcritic-logo.jpg\",\"width\":400,\"height\":91,\"caption\":\"Email Critic\"},\"image\":{\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/person\/e2710fe0f549a043c5d05bd2f06f8240\",\"name\":\"Scott Hardigree\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6aab7943edae63ab32813d607644cea8?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6aab7943edae63ab32813d607644cea8?s=96&d=mm&r=pg\",\"caption\":\"Scott Hardigree\"},\"description\":\"Scott Hardigree is founder of email industries and Indiemark, an email marketing agency. A true email geek with a weakness for local causes and 80s alternative. He can be reached everywhere here.\",\"sameAs\":[\"http:\/\/www.indiemark.com\/\",\"https:\/\/twitter.com\/indiescott\"],\"url\":\"https:\/\/www.emailcritic.com\/author\/admin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Preview Text: Overlooked, Untested, and Critical - Email Critic","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/","twitter_misc":{"Written by":"Scott Hardigree","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/#article","isPartOf":{"@id":"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/"},"author":{"name":"Scott Hardigree","@id":"https:\/\/www.emailcritic.com\/#\/schema\/person\/e2710fe0f549a043c5d05bd2f06f8240"},"headline":"Preview Text: Overlooked, Untested, and Critical","datePublished":"2009-09-09T13:57:48+00:00","dateModified":"2009-09-09T13:57:48+00:00","mainEntityOfPage":{"@id":"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/"},"wordCount":204,"commentCount":0,"publisher":{"@id":"https:\/\/www.emailcritic.com\/#organization"},"keywords":["Email Marketing","Email Marketing Mistakes","Email Rendering","HTML Emails"],"articleSection":["Gmail","Outlook 2007","Preview Text"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/","url":"https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/","name":"Preview Text: Overlooked, Untested, and Critical - Email Critic","isPartOf":{"@id":"https:\/\/www.emailcritic.com\/#website"},"datePublished":"2009-09-09T13:57:48+00:00","dateModified":"2009-09-09T13:57:48+00:00","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.emailcritic.com\/preview-text-overlooked-untested-and-critical\/"]}]},{"@type":"WebSite","@id":"https:\/\/www.emailcritic.com\/#website","url":"https:\/\/www.emailcritic.com\/","name":"Email Critic","description":"The Bloody Truth About Email Marketing","publisher":{"@id":"https:\/\/www.emailcritic.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.emailcritic.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.emailcritic.com\/#organization","name":"Email Critic","url":"https:\/\/www.emailcritic.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.emailcritic.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.emailcritic.com\/wp-content\/uploads\/2020\/03\/emailcritic-logo.jpg","contentUrl":"https:\/\/www.emailcritic.com\/wp-content\/uploads\/2020\/03\/emailcritic-logo.jpg","width":400,"height":91,"caption":"Email Critic"},"image":{"@id":"https:\/\/www.emailcritic.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.emailcritic.com\/#\/schema\/person\/e2710fe0f549a043c5d05bd2f06f8240","name":"Scott Hardigree","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.emailcritic.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6aab7943edae63ab32813d607644cea8?s=96&d=mm&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6aab7943edae63ab32813d607644cea8?s=96&d=mm&r=pg","caption":"Scott Hardigree"},"description":"Scott Hardigree is founder of email industries and Indiemark, an email marketing agency. A true email geek with a weakness for local causes and 80s alternative. He can be reached everywhere here.","sameAs":["http:\/\/www.indiemark.com\/","https:\/\/twitter.com\/indiescott"],"url":"https:\/\/www.emailcritic.com\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/posts\/135"}],"collection":[{"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/comments?post=135"}],"version-history":[{"count":0,"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/posts\/135\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/media?parent=135"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/categories?post=135"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.emailcritic.com\/wp-json\/wp\/v2\/tags?post=135"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}