Your email subject line and preheader have always been key for getting your emails opened. But now Gmail and Apple Mail are changing the game by using AI to create summaries of your messages, and that means the first few lines of your email just got even more important.
For years, best practice has been to create attention-grabbing subject lines followed by carefully written preheader text to draw readers in. The preheader is that short snippet of text that appears next to or below the subject line in most email clients. Together with the subject, their purpose is to get people to open your email.
But now, with these AI-driven changes, what appears in that preview space may no longer be entirely under your control.
How Gmail and Apple Mail Are Changing Email Previews
Google’s new AI summary feature appears after someone opens your email, almost like an extra preview to help them decide whether to keep reading. It’s a subtle change, but it reinforces the importance of starting strong.
Apple’s approach is more disruptive: their AI summaries can actually replace your preheader text entirely. That means even if you’ve written a perfect preheader, your audience might never see it. Instead, the AI will generate its own preview based on the first lines of your email.
Why This Matters for Your Marketing
Whether your audience sees your carefully written preheader or an AI-generated one, one thing is clear: the first few sentences of your email content are now a make-or-break moment.
If your email starts with a slow introduction, generic greetings, or filler text, AI may summarize it in a way that fails to capture attention. Worse, you could miss the opportunity to immediately connect with your reader about something they care about.
Think about it: if you received an AI summary that read, “Hope you’re doing well. It’s been a busy month here at the office…” would you feel compelled to read more? Probably not.
How to Adapt to AI Summaries
The good news is you can adjust your email writing approach to work with these changes. Here’s how:
- Review the first few lines of your recent emails. Do they get to the point and provide value right away?
- Avoid long intros, small talk, or generic opening statements.
- Lead with something that speaks directly to your audience’s needs, questions, or challenges. This could be a surprising fact, a helpful tip, or a compelling offer.
The Bottom Line
You can’t control exactly how AI summarizes your emails, but you can make sure the opening lines are strong, relevant, and worth reading. Start with value, avoid filler, and speak directly to what matters most to your audience.
When your emails begin with clear, engaging content, you’ll give readers every reason to keep reading.
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Links in this episode: AI summaries in email clients: What Gmail and Apple Mail changes mean for marketers
