We all know that a compelling subject line and recognizable “from” address are of prime importance in getting people to open our email messages. Yet there’s a third factor that’s just as important, yet often overlooked: the preview pane.
As many as 80% of your recipients first see your email in a preview pane, which allows them to view a small section of the email to help them to decide whether open it. What you may not be aware of is that preview panes come in all shapes and sizes. The most common is a horizontal format with small pane, used by 50% of preview pane users. Another 25% use a horizontal format with large pane, while 13% use a vertical format with small pane and the balance a vertical format with large pane.
This means that the upper left corner of your email – the area visible in every preview pane – deserves extra attention. Don’t load it up with administrative text or graphics that don’t sell. Use it for teaser copy that entices the recipient to open the email and read further.