Tailoring Your Email Marketing Message to the Preview Pane
Thursday, September 3rd, 2009In my most recent post, I discussed the important role research plays when writing sales copy. In light of this, let me throw a few stats your way:
• 26.6% of consumers use preview panes instead of viewing your whole email
• 69% of at-work online users typically use preview panes when viewing email
• 38% of online consumers now use email clients that offer preview panes options
• 64% of those offered the option of preview panes set them as their default
Before I launch into how you need to tailor your emails toward the preview-viewers, let me first thank Marketing Sherpa for all of these stats. These guys have made my life as a copywriter much easier.
So, keeping in mind that many of your readers aren’t fully reading your email, what can you do to get the most out of your message preview?
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