Liam notices that a lot of younger customers aren’t opening his emails. As a result, he wants to focus more on improving his open rates. As he builds his email, he should spend more time on the elements that will contribute to an open rate. What two email elements should he focus on most?

The two elements Liam should focus on most are the Subject Line & Preview Text. This is because these are the only two components of an email that a recipient actually sees before deciding whether to open it. When an email hits an inbox—especially for younger, mobile-first users—the subject line acts as the headline hook, while the preview text (the snippet of copy right next to or below it) provides the context that creates curiosity or urgency. Elements like your message structure, images, or calls to action only matter after the email is opened, making the subject line and preview text the ultimate gatekeepers of your open rate.