Not so long ago, we were all being discouraged from viewing emails in the preview pane. The fear was that a preview pane ‘view’ was the same as opening the email – and could result in viruses, spyware and other threats being unleashed onto your computer.
But recent research shows that more people are once again using the preview pane when skimming through their inboxes, particularly in a business environment. Crucially, the majority do so without allowing images to download. With images routinely turned off, and with the tightening of firewalls and better anti-virus protection, previewing is once again king.
What does this mean for email marketers? It’s a reminder that the first few inches of your email represents your ‘prime real estate’. Make sure it contains the meat of your message – if you’re looking for a response, don’t bury your call-to-action too far down the body of the email.
Most importantly, avoid using images to communicate critical information. It doesn’t have to be boring old text. Use HTML and styles to create visual interest and make links textual rather than using buttons or graphics. Include a prominent link to a web version, for those who prefer to view the images but don’t wish to or are unable to download the email.
Remember, recipients typically view the preview pane for just a few seconds – then it’s either delete or open.
