NO PRE-HEADER + 3 WORDS OR LESS SUBJECT LINE INCREASES EMAIL OPEN RATES OVER 25%!
(Source: Worldata Research Q3 2025 Aggregate)
Huh... Email preheader text is a small line of text that appears after the subject line in an email inbox. You know the gray text below the subject line. ANYWAY...
You can do stuff in the preheader that has a HUGE impact on performance.
My favorite tactic is having NO PRE-HEADER at all! Makes your email standout!
But you can't just not include it...You need to do stuff to not include it.
Use this AI prompt to NOT INCLUDE a Pre-Header:
PROMPT: (on Chatgpt, Claude, etc...)
I'm using [insert your ESP or CRM platform name here] (for example: HubSpot, Salesforce Marketing Cloud, Klaviyo, Mailchimp, etc.).
I want to run an A/B test where one version has no preheader text showing in the inbox preview.
Give me the simple step-by-step instructions to do that for my platform:
including whether I should:
- delete the preheader field entirely,
- leave it blank, or
- use hidden HTML or CSS to suppress it.
Also explain how to preview or confirm that no preheader displays before sending.
MORE AI GARBAGE! YAYAYAYAY!!
FREE+VIRTUAL Short Event all about Marketing + AI! December 11th 11am-2pm est --
I am speaking! Nancy Harhut is speaking! Google is Speaking! Ross Simmonds is speaking!
Free and Virtual! FEW SPOTS LEFT! Here is FREE VIRUTAL REG: https://thryvsummit.com/
For My BUSINESS Peeps...THIS TIME OF YEAR CAN BE A GAME CHANGER!
Executives have time on their hands...They are planning for the new year and are on the lookout for new solutions that will impact Q1. THIS IS THE TIME to send those letter format emails!
(Source: Worldata Research 2025 Aggregate)
For my CONSUMER (and Business) Peeps...
Holiday sales are pretty simple...People buy stuff that other people like. THIS WORKS! Even if you only have 1 review you should USE IT. Social Proof during the Holiday Season is everything.
(Source: SubjectLine.com 2025 Reporting)
SLOW CLAP...NOBODY CARES JAY!!!
Yeah that is me. Who cares. BUT...I am oddly being asked to speak at some cool events but decided to only do 12 in 2026 cause I already have no life. ANYWAY...shockingly 8 of 12 are booked.
If you want to make a strange decision and have me speak at ONE OF YOUR EVENTS it would be very cool if you drop info on your event here -- (and not to be cheesy but I will be booked out in next 30 days so if you could do it now that would be cool) https://jayschwedelson.com/speaking/
These are (and this is real) the topics I am doing sessions on in 2026 (besides straight up marketing best practices)
- Stupider People Than You Have Done It
- Best Practices Are Garbage: In Marketing and Life
- If It Scares You, You're Probably Supposed to Do It
- Change Isn't Scary --- Staying the Same Is
Since You Didn't Ask...
For any new readers of 'Scoop' this is where I share stuff that has nothing to do with anything that is actually helpful or useful...
THANKSGIVING:
Why do I feel like I need 100% coverage of all white space on my dinner plate? It's as if any exposed portion of my plate could burn my eyes permanently.
WATCHING:
THE BEAST IN ME [NETFLIX] -- Should I keep watching? I made it through 20 minutes. I was so bored. I honestly almost went and watched 'My So Called Life' with Claire Danes instead. That was a GREAT show!
A MERRY LITTLE EX-MAS [NETFLIX] -- I think this is unwatchable. I tried. Sorry Alicia Silverstone.
THANKSGIVING AFTER ACTION REPORT: Am I a horrible person? The second Thanksgiving ends I immediately being Olympic-level trash-talking about all people who were there. Ok, I am the worst.
BUT SERIOUSLY! I am thankful for you!
What is your favorite Thanksgiving tradition? (Other than avoiding family members who are 'close-talkers')