u/Kit-HQ

Preview text, the snippet that shows after the subject line in the inbox, is prime real estate that most senders fill with whatever text happens to appear first in the email. Usually that's "view this in your browser" or nothing at all.

Write it on purpose. It should add information the subject line didn't have room for, not repeat it. If your subject is "The mistake that cost us $10k," the preview text can answer the question the subject raised: "It wasn't the ad spend." Now the two lines work together instead of one going to waste.

Check your last few emails. If the preview text is a boilerplate link or blank, you've been giving away free space in the inbox.

Haley Janicek runs Kit's Creator Community team, and she just got back from Cannes Lions with four sharp reads on where things are headed.

IRL only works when it's real. The best activation at Cannes wasn't a yacht party, it was Stan Store's invite-only house party built around nothing but food, music, and creators actually hanging out.

The B2B creator is having a moment. One skill, one platform, and brands are lining up. Professionals who left corporate jobs to teach the exact thing they used to get paid for are building serious audiences almost entirely on LinkedIn.

Ownership is the next move for creators. Their digital audience got them here, and now they're building physical products on top of it, from Sahil Bloom's beef-tallow skincare brand Wild Roman to Jon Youshaei's creator-focused tax firm Boring Stuff.

Polished isn't winning right now. Plain, talking-to-camera content is what's performing, even as professional studios and scripted miniseries keep growing too. Both are working. The skill is knowing which one your audience wants.

Which of these do you resonate most with? What are you seeing right now?

Tomorrow wraps up July, and before we move into August, I want to hear the good stuff. Could be a big milestone, could be a tiny thing nobody else would even clock, a comment that made your whole week, finally cracking a workflow you'd been fighting for months, or just making it through a chaotic month in one piece. Doesn't matter the size, I want to hear it!

Subject lines that get opened aren't the ones that describe what's inside the email. They describe what happens after you open it.

Most people write subject lines like labels: "March Newsletter," "5 Tips for Better Sleep," "Product Update." That's accurate, but it's not a reason to open anything.

A couple of before/afters:

"This week's newsletter" → "Why your open rate dropped last Tuesday"

"5 productivity tips" → "The 2-minute rule that killed my procrastination"

Same content, different angle. One tells you what's inside. The other tells you what you lose by not opening it.

Next time you write a subject line, try finishing this sentence first: "If you don't open this, you'll miss ___." Whatever fills that blank is usually a better subject line than the one you were about to send.

Subject lines that get opened aren't the ones that describe what's inside the email. They describe what happens after you open it.

Most people write subject lines like labels: "March Newsletter," "5 Tips for Better Sleep," "Product Update." That's accurate, but it's not a reason to open anything.

A couple of before/afters:

"This week's newsletter" → "Why your open rate dropped last Tuesday"

"5 productivity tips" → "The 2-minute rule that killed my procrastination"

Same content, different angle. One tells you what's inside. The other tells you what you lose by not opening it.

Next time you write a subject line, try finishing this sentence first: "If you don't open this, you'll miss ___." Whatever fills that blank is usually a better subject line than the one you were about to send.