The importance of making the right impact in the preview pane cannot be overestimated.
So many companies still insist on dominating this valuable real estate with a web type banner, which doers little more than show a repetitive picture, and at best slightly add to the branding of the email.
With images disabled in so many browsers nowadays, the impact of this banner is in fact a negative one – especially as many companies also neglect to recognise the value of compelling alt text – mind you, some browsers disable that as well. What a battle.
There is a simple answer – we now recommend it to all clients – and it is working.
Summarise in no more than two lines the key message of your email, and place that at the very top – above any images, web versions etc – so it is the very first thing readers see.
Try it – it works!
Want to discuss? jflay@inbox.net.nz
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