The Inbox Game Has Changed. Are Your Brand’s Emails Keeping Up?

Email marketing is a constant balance of creativity and compliance — and standing out in a crowded inbox isn’t getting any easier. New AI tools and shifting inbox behaviors are reshaping the rules of engagement. But that doesn’t mean email is losing its power. With smart subject lines, thoughtful pre-headers and a few attention-grabbing techniques, marketers can still make a strong first impression — even before the email is opened.

Here’s how to make sure your next campaign always gets seen.

Before You Stand Out, Make Sure You Show Up

Before we talk engagement, let's talk about access. If your message doesn’t make it to the right inbox — or lands in junk — you’re already losing.

To improve email placement and pass through filters, be sure to:

• Follow best practices for permission-based email when adding new subscribers, and provide content at a frequency that meets audience expectations.
• Don’t buy lists or send messages to individuals who have not explicitly opted-in to receive emails from your brand or company.
• Ensure you are complying with current email authentication requirements like DMARC, DKIM and SPF (these have changed in the past two years).

These technical requirements continue to evolve, and even minor issues can affect whether your email lands where it should. Assuming your email arrives at most recipients’ main inboxes, what can you do to stand out from all the other messages? Here are five tips to try:

1. Use Both Subject Lines and Pre-Headers to Spark Interest

Subject lines are obvious — but pre-headers often go overlooked. Together, they act as your opening pitch. Pre-headers give context and add a second layer of motivation to open your message.

That said, email providers like Gmail, Yahoo and Apple are now using AI to scan and sometimes override pre-header text. So, while crafting a strong pre-header still matters, your subject line should be able to stand on its own.

2. Highlight Assets That Create Appeal

The use of “video” as the lead element in the subject line is widely known to boost open rates. Other assets such as tips, checklists, guides, calculators or comparison charts that recipients perceive as convenient and valuable can be just as effective. These kinds of assets feel helpful and relevant, especially when framed as time-saving tools.

For example:

• VIDEO: The Powerful New Engine That Revolutionizes Fuel Efficiency

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3. Get Creative with Spelling and Formatting

Sometimes, a little exaggeration helps you break through the noise. Words like “BIGGGG” or “HUUUGE” can visually separate your message from the standard inbox fare — especially when used sparingly and with intention.

Experimenting with subject line styling can also grab attention. For instance:

• Get These BIGGGG Time Saving Tips

• HUUUGE Sale Ending Soon — 25% Off Now

4. Front-Load Subject Lines and Pre-headers with Critical Keywords

The number of subject line and pre-header characters visible in the inbox will vary by email client and recipient. There is contradictory research regarding the effectiveness of long versus short subject lines. However, at some point, subject line and pre-header characters will be cut off. So, rework your content to place the most important keywords near the front where they will be seen by the most people.

5. Experiment with All Caps for a Word or Two in the Middle

Many emails begin their subject line with a word or two in all caps such as VIDEO, NOW AVAILABLE or ANNOUNCING. This can be very effective, but its prevalent usage means these may not stand out as much as they used to. Consider using all caps to highlight words in the middle. For example:

• Get These ENERGY SAVINGS Tips

• Check Out These DEALS Everyone is Buzzing About

Optimizing Your Approach for AI

AI is now a double-edged sword in email marketing. On the positive side, there are a variety of AI tools that can be used to help create effective subject lines, pre-headers and other content. Several email service providers (ESPs) now offer built-in tools. These AI tools can generate a variety of initial subject lines and pre-header ideas or offer suggestions for improving the content and tone of human-developed ones. Be aware that some of the guidance these tools provide may be based on outdated or questionable information or may not apply to your industry, audience, brand or situation.

On the flip side, inbox providers are increasingly using AI to manipulate how messages appear. Gmail and Yahoo are using AI to scan email images, discounts and other promotional content — then replacing the original pre-header content with their own clickable text highlighting what they deem to be most important. Beginning with iOS 18.2, Apple is using Apple Intelligence to review emails and create alternative preview text to replace marketers’ content displayed in the inbox.

Marketers have reported inconsistent and even misleading results when these AI tools alter their messages. Gmail does offer annotations to regain some control, but for now, Apple offers no workaround. And while the inbox landscape may be changing, the fundamentals still apply. To improve your chances of getting opened:

• Stick to proven best practices
• Write subject lines that can stand on their own without a pre-header
• Continue to use pre-headers because they will still be seen by many recipients
• Watch performance over time and adjust accordingly

Email is evolving — but with the right approach, your brand can keep getting seen where it matters most.