If your email client supports preview text, also known as pre-header text, you can optimize it for every email you send. Allowing this text to auto-populate is a lost opportunity to grab attention or delight your recipients.

Though it takes some code, the use of this space will help you stand out from others who do not go to the same lengths to make theirs unique.

Experiment with clever, related text, like how Chubbies does in the example above, or try using just a few words to create more white space.

In the example below, Crate and Barrel writes preview text that is an extension of their subject line and creates eye-catching white space.