BLOCKED! By the Preview Pane?
Posted on 11.16.2005
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Menlo Park, California based EmailLabs released a study which indicated
that the majority of subscribers to business-to-business email
newsletters use the preview pane function of their email client and
nearly half do not enable blocked-images. According to a company
statement "The results of this study are expected to drive many
publishers and B2B marketers to rethink the design of their email
newsletters to better accommodate the significant adoption of preview
panes and image blocking function.
More from the study: Survey data indicated that 49 percent of
email readers only look at the first few lines in the preview pane to
decide if they want to continue reading the message. Whether targeting
respondents who use the horizontal format (75 percent) or the vertical
format (25 percent), survey results suggest it is critical that
marketers design emails that will maximize the preview pane's limited
real estate -- which is typically set by users at 2-5 inches. If
insufficient information is displayed in the preview pane -- due to
blocked images, advertisements or poor design -- nearly 19 percent of
respondents will simply delete the message.
What this means for email marketing: The use of the preview pane and image blocking will drive B2B marketers to rethink their email newsletter design strategy.
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