Email Marketing – Use The Preview Pane
Are you using your preview pane wisely? Most of us already understand the importance of creating a compelling subject line. You want the subject line to be intriguing and create interest without looking spammy. By now, this is common knowledge.
But even a solid subject line may not be enough. Most email programs today operate with what is called a “preview pane” which allows readers to see the first few lines of any email marketing message without actually opening the email all the way.
If you get this part of your message right, you could see your open rates improve dramatically. A better open rate gives you more opportunities to close the sale.
How do you take advantage of this convenient little feature in your messages? Make sure the good stuff is at the top of your message. The preview pane should contain your unique selling proposition, your discount offer, your compelling benefit, etc… This way, even if your subject line is a little weak, your preview pane may help your reader decide to open your message to get more information.
When you combine a well written subject line with good content being displayed in the preview pane, your messages will get read more and your results will increase by default!