Have you enabled the preview pane in your inbox? If you have, you are able to preview the contents of the email by clicking on it once. Many email recipients use this setting and some even read most of their emails this way. The content visible in the preview pane determines whether the recipients will be influenced enough to open your email.
If you intend to use email campaigning to improve your existing business, this could be crucial for you.
According to a survey by OnMarkGuru, a San Antonio Texas-based research firm, 45% of consumers in the B2B marketing sector use the preview pane.
You can optimize your preview pane to attract the customers in the following manner.
Rope-In More Clients With A Grabbing Headline
Traditional email marketers recommend a grabbing headline for your email, placed near your administrative notices such as "add us to your address book" and "click here to view online." Marketers who use the preview pane to include a headline or promotion are right on the money. Another trick up the marketer’s sleeve is the usage of varied subject lines to persuade the recipients.
Personalized Emails Yield Better response
Recipients respond favorably and better to emails addressed directly to them, ensuring that the name, designation, specific needs, decision-making ability, etc reflect in the email and the content.
All it takes to rope-in a prospective and to turn him into a life-long customer is to employ simple and efficient personalization techniques. Once you’ve got someone to open and read the full email, chances are they will be positively affected by your message.
But again, it depends on the quality of your email content.
An Html Link Can Save You Precious Dollars
If your email relies on images and other dynamic content, then you must add a link in HTML version. It can be included in smaller type in the space above your header, or you might integrate it into your template design.
Many marketers lose potential clients because their emails don’t contain an HTML version. Most recipients won’t even be able to read your message. Imagine that!
Your precious dollars spent on an email campaign could fall short of its true potential.
DonÂ’t Forget to Strategic Place Your Logo
To place your logo, the ‘upper left side’ of your email is the most strategic. Since some recipients set their preview pane to display the upper-left quadrant, you'll have higher recognition in this position. Research indicates that even major marketers use the upper right position, which makes the logo invisible in the preview pane.
From the recipients’ standpoint, the “From” line should be appealing. It is also the strategic location for your company logo and other branding initiatives. Keep your logo size to an optimum level so that your content is still visible in the preview pane. To pre-empt loss of visibility in the preview pane, most online newsletters and promotional emails consequently display lesser logos.
These strategies are only a chosen few that work. For more powerful techniques to better your existing business, contact us.
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