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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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.
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?
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.
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
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.
Let me know if anyone else came across this issue.