Don’t Forget the Preview Pane in Your Campaign

The subject of your email marketing message is crucial for its success. If it’s not intriguing or familiar — or worse: if it looks like spam — your mail may end up being deleted immediately.
But if your recipients have their email client’s preview pane turned on — and most do — what is displayed there is just as important. If the top of your email marketing message is well-designed, you can build on the interest raised with the subject line. It may even reverse the recipient’s decision to delete your message.

That’s why things that can usually be found near the top of every mail should be moved down the page. Unsubscription instructions, unnecessary and long introductory copy, disclaimers, … you can easily slide them down a few paragraphs. You don’t have to move them all the way down to the bottom, just move them away from the typical preview pane. Instead, fill the preview pane with the unique selling point of your campaign, with your most intriguing benefit or your best offer.

Conclusion: use the preview pane of your email campaign for useful info that reinforces the opening power of your subject line.

Source: about.com

That’s why things that can usually be found near the top of every mail should be moved down the page. Unsubscription instructions, unnecessary and long introductory copy, disclaimers, … you can easily slide them down a few paragraphs. You don’t have to move them all the way down to the bottom, just move them away from the typical preview pane. Instead, fill the preview pane with the unique selling point of your campaign, with your most intriguing benefit or your best offer.

Conclusion: use the preview pane of your email campaign for useful info that reinforces the opening power of your subject line.
Source: about.com

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