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E-mail Marketers Should Focus On Preview Pane: Survey

A new survey says B2B e-mail marketers should pay more attention to the information they put into the preview pane of their messages. The survey, conducted by Email Labs, revealed that almost 70 percent of B2B e-mail newsletter subscribers have a preview pane in their e-mail program and always or frequently use it. About 50 percent use the preview pane as intended, reading a few lines to determine whether they want to open the e-mail, while one-third read the entire message in the pane. About 15 percent take a middle road and read as much as they can in the preview pane without having to scroll down. EmailLabs recommended that senders "redesign the top of e-mails to include a 2-3 inch preview pane header area that is HTML and text only (no images). This area should include only copy such as article teasers, key offers and 'In This Issue' information that enables the subscriber to determine whether to read further and/or open the e-mail."

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