Get Your Email Opened - Importance of the Preview Pane

Posted by Robin Houghton on: 2006-03-29 23:53:05

Not so long ago, we were all being discouraged from viewing emails in the preview pane. The fear was that a preview pane 'view' was the same as opening the email - and could result in viruses, spyware and other threats being unleashed onto your computer.

But recent research shows that more people are once again using the preview pane when skimming through their inboxes, particularly in a business environment. Crucially, the majority do so without allowing images to download. With images routinely turned off, and with the tightening of firewalls and better anti-virus protection, previewing is once again king.

What does this mean for email marketers? It's a reminder that the first few inches of your email represents your 'prime real estate'. Make sure it contains the meat of your message - if you're looking for a response, don't bury your call-to-action too far down the body of the email.

Most importantly, avoid using images to communicate critical information. It doesn't have to be boring old text. Use HTML and styles to create visual interest and make links textual rather than using buttons or graphics. Include a prominent link to a web version, for those who prefer to view the images but don't wish to or are unable to download the email.

Remember, recipients typically view the preview pane for just a few seconds - then it's either delete or open.

Robin Houghton is a director of enewsworks, a UK-based permission email marketing agency specialising in the full service - from strategy to copywriting. Sign up for her free e-zine at http://www.enewsworks.co.uk/etips/google.html.

The Blogging Cash Machine

I’m Going To Let You Legally Steal My Blogging Secrets I Use To Make $31,000 (Sometimes More) Per Month

A Blogging Expert Reveals To You His Insider Secrets And Little-Known Techniques For Turning Free Blogs into Your Own Autipilot Cash Machine Bringing More Money to You Than Ever Imagined.

Print this article

Tell a friend

How to Get Your Subscribers to Open Your Emails and Take Immediate Action

Get Your Email Signature File to Get You Clients

Get Your Emails Delivered!

Get Your SUBSCRIBERS to READ Your Emails Using These 3 Email Marketing Tips

Email Marketing and Web Communication: Ten Key Tips to Get Your Messages Read

Post New Comment

This site does not allow anonymous comments. Registered members can login to participate. Registration is free and takes only a few seconds