Before the Click: Mastering the Inbox View
- Diana Buda
- 6 days ago
- 5 min read
Updated: 5 days ago
Ever wondered why some emails land neatly in your inbox while others disappear into spam or never get opened at all? What makes you pause and open one email over another in a crowded inbox? In this article, the second in my Anatomy of a Good Email series, we’ll look at what happens before the click.
I'll cover the essential elements of the inbox view: from how to properly authenticate your emails using SPF, DKIM, DMARC and BIMI, to crafting subject lines and preheaders that stand out for the right reasons. These seemingly small details have a huge impact on whether your email is trusted, delivered and opened. Let’s break down what you need to get it right.
Before You Reach the Inbox: Why SPF, DKIM, DMARC and BIMI Matter
Before your email even arrives in the inbox, it is essential that you, as a sender, are properly authenticated. This is where SPF, DKIM and DMARC come in — three key email authentication protocols that are configured in your domain’s DNS records to confirm that your emails genuinely come from you.
Since 2024, both Gmail and Yahoo have required all senders to have either SPF or DKIM set up, with bulk senders (sending over 5,000 emails a day) also needing DMARC in place. Moreover, from May 2025, Outlook will introduce the same requirements for high-volume senders.
In addition to these protocols, BIMI (Brand Indicators for Message Identification) is an email standard that allows businesses to display their verified brand logo next to authenticated messages in the inbox. To implement BIMI, SPF, DKIM and DMARC must be correctly configured first.
Setting up these protocols typically involves your IT team or a third-party provider, but it is a vital step for protecting your sender reputation, improving deliverability and strengthening your brand’s presence in the inbox.
Understanding the Inbox View
The way your emails are displayed and organised in a recipient’s inbox has a direct impact on whether they will open your message. The inbox is a busy, often overwhelming space, with the average person receiving around 90 emails per day. To cut through the noise, your email needs to make a strong first impression before it is even opened.
In fact, 47% of users decide whether to open an email based on the subject line alone (source). This makes the inbox view — the combination of the sender name, subject line and preheader text — one of the most important parts of your entire email strategy.
The Role of the Sender Name and Email Address
Your sender name and email address are two of the first elements a recipient sees when your email arrives in their inbox. Together, they play an important role in establishing trust and setting expectations.
The sender name should be recognisable and aligned with your brand, while the sender email address should be clear, professional and encourage engagement where appropriate. Avoid using no-reply addresses, as these feel impersonal and discourage valuable interaction.
Use a consistent sender name for regular communications to build familiarity.
Clearly identify your brand in the sender name, particularly if your organisation operates multiple brands or services.
Consider adding a personal touch for campaigns or support emails (e.g. ‘Diana at Company Name).
Avoid generic or no-reply email addresses, use a monitored, approachable address like ‘hello@company.com’ or ‘team@brand.co.uk’.
Ensure the sender email domain is authenticated with SPF, DKIM and DMARC protocols to protect deliverability and sender reputation.
Guidelines For An Effective Subject Line
A good subject line grabs attention, offers a clear reason to open the email, and sets the right expectation. It should feel relevant, be easy to read at a glance, and work in harmony with your sender name and preheader.
Keep it to 40–60 characters, or around 4–6 words for optimal readability and to make the subject line easy to scan.
Use sentence case rather than capitalising each word, it feels more natural and conversational.
Be clear and specific: avoid vague, overly clever or clickbait-style lines.
Focus on the reader’s benefit: using words like ‘you’ can increase engagement.
Try framing subject lines as questions: these often prompt curiosity and interaction.
Test personalisation carefully: including a first name can boost open rates, but only when it’s relevant and not forced.
Use emojis sparingly and with purpose: they should add value, and align with your brand tone of voice.
Helpful tools for testing subject line effectiveness:
Preheader Text: Supporting Your Subject Line
The preheader text (preview is the short snippet of copy that appears alongside or just beneath your subject line in most inbox views. While it’s sometimes overlooked, it plays a valuable role in reinforcing your subject line and offering extra context to encourage the recipient to open your email.
Think of the preheader as a supporting sentence. It should build on the subject line’s message and hint at what’s inside, without repeating it.
Make it minimum 80-100 characters to ensure it displays fully across devices. As opposed to the subject line, a longer preheader is recommended.
If your text is less than then recommended length, the email provider will fill up the space with text found from the email body instead
However, keep in mind that it is very likely to be cut off depending on device. Always preview how your subject line and preheader work together in different email clients to avoid cut-offs or formatting issues.
Use sentence case for a natural, easy-to-read tone.
Complement, don’t duplicate, the subject line — offer an extra reason to open.
Focus on value and clarity — tell the reader why it’s worth their time.
Use personalisation and questions if it adds genuine relevance.
When well-crafted, your preheader acts as a second chance to convince someone to open your email, working in harmony with your sender name and subject line.
A Few Examples: The Power of Standing Out
The ‘Generic’ Approach:
Subject: "Our Latest Newsletter – March Edition"
Preheader: "View this email in your browser." → This doesn’t create urgency or spark curiosity.
The ‘Engaging’ Approach:
Subject: "3 Ways to Save Time on Your Next Project ⏳"
Preheader: "Struggling with workflow? These tips will help!" → This offers a clear value and a reason to open the email.
The ‘Personalised’ Approach:
Subject: "Sarah, Your Exclusive Offer Ends Tonight!"
Preheader: "A special deal just for you—only until midnight." → Adding a name and urgency makes it feel more relevant and immediate.
Both the subject line and preheader should work together to create curiosity, communicate value, and encourage action.
In Summary
Getting your inbox view right is essential for any email campaign’s success. By authenticating your emails properly, choosing a recognisable sender name, and pairing a well-written subject line with a clear, value-driven preheader, you give your email the best possible chance of being seen and opened. These first few seconds in the inbox can make all the difference to your engagement rates — and with a few simple, thoughtful adjustments, you can turn your email from one of many into the one that gets noticed.
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