Tom Lindmeier’s Blog @ MarketPlanB

Despite well-known study data that shows a trend for the use of preview panes and image blocking, many marketers appear to ignoring the need to design emails that users can see.

In 2007, Marketing Sherpa published a study with the following results:
69% of at-work users view emails in preview panes
26.6% of online consumers view emails in preview panes and 59% block images.

One year later, we can only presume that the percentage is significantly higher for online consumers as preview panes are now available in virtually every major email application.

The following examples are of what appears on a 15” monitor with the preview pane set to occupy 50% of the available screen area (a default setting for most applications). I’ll begin by showing poor uses and end by showing designs that do a great job of getting critical information in the top.

This design from SimplyWeddingStuff is the most common mistake. The logo header consumes the entire preview pane. The 5% offer is actually located at the bottom of the email.

The letters I receive from Christopher Kimball and America’s Test Kitchen are engaging and very well done. But the design is lazy because the extra line spaces could easily be eliminated to allow for the first paragraph of this text email to entice me into reading.

The practice of placing the site’s top navigation at the head of the email is in most cases, unnecessary and counter-productive. The graphic that states the offer and links to the landing page is the single most important element. If your testing proves that your home page banner and navigation at the top are a winner. I suggest compressing the graphic vertically to allow room for the offer. The ability to see even 3/4 of the graphic would be a dramatic improvement.

The redesign of the Amazon web site included a shift from rather large area of top navigation to one that is simple and compressed. In this case, the top navigation is not a problem. My only comment is that the headline could be more compelling by stating the savings one can get by clicking the email.

Here is an example of an email design from Tiger Direct that makes perfect use of the preview pane. It shouts the offer with enthusiasm and allows comprehension in an instant.

Are you making great use of the preview pane?