I’m going out on a limb here, I admit. But I’ve been thinking on this for a while, so here goes: I propose we change the name of the Preview Pane.
Admittedly, if your business is email marketing and design, you might want to change it to Preview Pain, because you’re frustrated with images being blocked.
But what if we changed the name to Precious Pane instead? Maybe if we called it the Precious Pane it would help us remember how precious that piece of on-screen real estate is! And how we need to pay a lot of attention to it!
Renaming it might keep us focused on what’s really important when creating our email marketing campaigns, from design to copy to alt tags.
After all, after the From address and the subject line, the Preview Pane is the third most important element you have to get people to open your emails. And if your emails don’t get opened, you won’t have any conversions, so what’s the point of having a great deliverability rate if your emails don’t make money? (For more on this topic, see the ClickMail Marketing whitepaper on driving ROI after you get into the inbox: http://www.clickmailmarketing.com/resources/whitepapers.php.)
The Preview Pane is limited in size, it might be horizontal or vertical, it appears differently in different email clients, it might or might not allow images…and you have to pay attention to it. Period.
What do you think? If we change the name to Precious Pane, will we pay more attention? And up our email marketing ROI as a result?
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