Adding teaser text to an email is one way to entice your subscribers to open it. The first line of text in an email template is the text that is displayed below the subject line in the email preview area, just like the below example. Instead of this text reading as, “Having trouble viewing this email? Click here to view in browser window,” place specific teaser text there to encourage the reader to open the email.
Teaser text should be fun, witty and engaging – after all, you want the subscriber to open your email. However, it should also pertain to the information that’s in the email because you don’t want to mislead your subscribers. This could cause confusion and possibly frustration and anger, leading people to unsubscribe or worse, send you to a spam folder or the trash. In turn, this leads to poor delivery scores.
With a simple trick, it is also possible to include special teaser text that will be used for the snippet without actually displaying the text in the email itself. This can be achieved by adding an invisible DIV-element with the teaser text as the first element of the HTML body. However, we recommend actually displaying the teaser text in the email as the best choice for delivery purposes. Here is how you can achieve placing the special teaser text so it is not displayed in the email:
<div style=”display: none; visibility: hidden; color: #ffffff; font-size: 0px;”>div>