Email Marketing – Use The Preview Pane
To improve your email marketing – use the preview pane. Why? 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.
What is the Preview Pane? The preview pane is part of the inbox in some email clients. It lets users peek at part of their emails to decide whether or not to open them. If those few inches of space don’t entice readers to open, they’ll simply ignore or delete your message. Don’t let that happen.
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!
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All Comments
Email Marketing
January 6, 2012
LOL! Believe me… we all have those “duh” moments from time to time! Glad I could be of service.
BBTJerky.com
January 6, 2012
Great little article Brian.
I will be honest and say, I never thought about the preview pane. And worst of all, I use the feature (preview pane) myself. I obivously did not put 2 and 2 together on this one. Again great little tip
Richard Faller
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