Optimizing for Preview Panes
Dear E-mail Diva,
We would like to know whether (and how) marketers and publishers are altering their creative/placement to be seen better in Outlook, Hotmail, Yahoo and other e-mail preview panes. Do you have any insight for us on this matter?
Pat Carroll
WebAdvantage.net
Dear Pat,
While all e-mail marketers should be optimizing for the preview pane, not all of us are. The preview pane gives the busy reader a choice: open or delete? Even the most loyal subscribers may be too busy to dig deeper if we don't give them a good reason to do so. With blocked images, which should be considered the norm, the problem is compounded. Here are my recommendations to make a good first impression:
- Pack your punch in the upper left corner. While we are all tempted to put a big image and graphic headlines at the top of the e-mail, it more often than not comes through as boxes with red Xs in the corners. Determine what makes your e-mail a "must read" and put those reader benefits in the top left corner of your e-mail in HTML (not graphic!) text.
- Work to get on the Friends/Safe list. Make sure that you ask consumers to put you on their Friends or Safe list a) on the registration confirmation screen, b) in the confirmation or welcome e-mail, and c) in every single e-mail. While only a small percentage of subscribers will bother, those who do will see your message in its intended format.
- Consider Goodmail for AOL and Yahoo addresses. Although the E-mail Diva was at first very critical of this company and its potential impact on the e-mail channel, she has subsequently seen the light. As the test results described in Bill McCloskey's column demonstrate, response improves when the e-mail is delivered intact. It only makes sense. We pride ourselves on creating a beautiful, compelling message--why should we be surprised that it performs significantly better when displayed as intended (instead of those boxes with red Xs)? Goodmail certification also allows copywriters to curtail self-censorship--"free" is no longer a dirty word.
As any direct marketer will tell you - focus on the benefits, not the features, and make sure all your readers can see them.
Good luck!
The E-mail Diva
Send your questions or submit your e-mail for critique to Melinda Krueger, the E-mail Diva, at emaildiva@kd-i.com. All submissions may be published; please indicate if you would like your name or company name withheld.
MELINDA KRUEGER
Melinda Krueger is director of email marketing at OgilvyOne. Contact her at mbkrueger@gmail.com
Recent Email Insider Articles
-
Once Again, I Double-Dog Dare You! May 20, 11:41 p.m.
In 2008 and 2010, I double-dog dared marketers to experiment with some little-used, out-of-the-box, perhaps even ...
-
The Inattentive Consumer: How To Break Through To Mobile Subscribers May 14, 1 p.m.
As marketers, we have put a strong focus on building mobile programs over the past few ...
-
Mother's Day Hangover May 13, 1:15 p.m.
Post-Mother’s Day, and we made it through. While not quite the holiday retail rush that the ...
-
Parenting Advice For Email Marketers May 9, 3:04 p.m.
For decades, the evolution of email as a viable and proven marketing channel has been, in ...
-
Phishers' Kryptonite: Big Data May 8, 9:29 a.m.
Over the last few years, spam has become a “largely solved” problem. The average consumer sees ...
-
Go Ahead -- Send More Emails May 3, 12:04 a.m.
In fact, send a lot more emails. There, I said it. I feel better now. As ...
-
The Truths Your Email Metrics Don't Reveal May 1, 11:09 a.m.
When you read the latest email statistic as it comes through your news feed each day, ...
-
Email Before Breakfast -- And Other Trends April 29, 1:43 p.m.
I always say, I get more done before 9 a.m. than I do the rest of ...
-
Sending A Welcome Series Is The New Onboarding Differentiator April 23, 3:24 p.m.
The beginning of an email marketing relationship is the most important. Not only are subscribers more ...
-
Updating Email Acquisitions? Focus Further Down The Funnel April 18, 9:01 p.m.
For many companies, revenue or conversion activity mirrors something similar to the 80/20 rule, with 20% ...
Be the first to comment on "Optimizing for Preview Panes"
Leave a Comment