While the subject line is the first thing your subscribers will see, many email readers also include a preview pane. The preview pane is part of the inbox in some email readers. It lets your readers peek at part of their emails to decide whether or not to open them. Getting your message opened is one of the most critical email marketing skills to develop.
Maximize your email marketing results by using that preview pane to help capture the reader’s attention and entice them to open your message.
You may need to try some experimentation to come up with the best layout for your goals, but the time you spend is well worth it if you get that open rate to improve.
Rather than using that space to provide links back to social media channels, ads, or boring content, think of ways to put some of your most enticing copy in that space.
Recently, in one of my own email marketing campaigns, I was able to dramatically improve my open rate by changing that preview pane content. Rather than having social media links appear in the upper left of my message, I went through each letter and move those links to the right. I then started using the subscriber’s name and a captivating opening line in that space and my open rate JUMPED.
If you really want to maximize your email marketing results, make sure you take good advantage of that preview pane area for your messages.
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