Most people write a subject line and call it a day. Lenny Rachitsky doesn't.
He treats preview text (that little gray text next to the subject line) like a second subject line.
Subject: "How Airbnb grows" Preview: "Plus: retention tactics from Duolingo"
See what he did? The preview adds value. It doesn't repeat or waste space.
The 59-sec takeaway:
Preview text is free real estate. Don't waste it with "View in browser" or "Having trouble reading this?"
Use it to extend your hook or tease what's inside.
How I'd use this:
Template: Subject: [Main hook] Preview: "Plus: [bonus insight or specific detail]"
Example: Subject: "Morning Brew's retention trick" Preview: "Plus: the one phrase they use in every email"
Set this up in your email tool (usually under "settings" or "preview text field"). Takes 10 seconds per email.
Later,
Pavan
P.S. Check your last 5 sent emails. What's in your preview text? If it says "view in browser," you're leaving opens on the table.
The screenshot would just distract you from the principle.