Many email marketers often don't realize that their subscriber's email app preview pane is the first opportunity their content has to get the attention they need. And unfortunately, those who don't allow image previews in their content design fall victim to lower-than-expected open rates because their subscribers are less likely to open the entire message.
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Here are four simple steps you can take to ensure your next email preview panel design gets all the attention it deserves:
First, keep in mind that prior to Outlook 2003, the preview your subscriber sees runs horizontally along the bottom of the screen. In Outlook 2003, this view is a vertical slice showing the left side of your content.
As a tip, take a blank sheet of paper and uncover the top third of your next message and then the left third. In either case, does what you see look interesting enough to entice your subscribers to click on it?
Second, by allowing the thinnest of news blurbs, you should cram as much content as possible into those visible snippets. Additionally, if this content tells your subscriber exactly what your message contains, then the chances of them opening it will increase even more.
Third, don't let too many images fill the preview space. My version of Outlook 2003 suppresses all images sent in HTML messages by default. All I see is a sea of red crosses that tell me nothing about the message. (I tend to leave these messages for later, which CAN NEVER happen! Your subscribers can do the same.)
Finally, smart newsletter designers use images sparingly in this top section. Even better, they don't create their signage using images, but HTML text and colors to effectively convey their message. As a consumer, I'm much more tempted to interrupt my train of thought and dive deeper into the juicy content I'm seeing.
So if you treat your newsletter preview panel as a quick little summary for your subscribers, you're well on your way to landing a new client!
It's really simple - the faster your readers engage with the first few lines of your email, the more they'll read.
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