ClickMail – Are Your Email Marketing Campaigns Surviving the Preview Pane?
A significant path to high email optimization is ensuring that you’ve adhered to your email marketing best practices. But a major stumbling block to email optimization, even after you’ve crossed every “t” and dotted every “i,” is how your email renders in preview panes. How does your email looks with images on vs. images off? Where is your email is getting cut off, horizontally and vertically? Is there enough imagery and/or text to compel someone to open it?
Even in today’s world, where preview panes are a factor in just about every email client and on every device, there are too many examples of email preview pane best practices being ignored. Too many email marketers seem to ignore the significance of image blocking, especially on the preview pane. And that simple little factor can destroy an entire email campaign even if the message is relevant, highly engaging, well-crafted, and full of beautiful and interesting text and images. How? In one version with the images on versus one version with the images blocked, the following glitches resulted:
• The newsletter name disappeared.
• The headline disappeared.
• The navigation bar disappeared.
• The photo disappeared.
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