Short & Sweet: Embrace the Preview Pane
Our pals over at TargetX (a higher-ed email marketing firm) have hit it on the head again with some great advice.
They remind us that many email programs (Outlook and Thunderbird included) have a "Preview Pane" - a window that shows the top couple inches of an email... easily allowing the reader to skip ahead.
That's right: Many of your readers won't dig in past the first few sentences of those long emails you send.
But instead of fearing the preview pane, marketers should embrace it. They should imagine all their recipients have preview ability, and then write accordingly. ...
True, true. Keep it short. Keep it sweet.
Ponder how you behave with email in your inbox - and remind yourself that everyone else does it the same way, too. Click, scan, delete; click, scan, file away; click, scan, delete; click, scan, reply; etc.
If your email doesn't work in the first three seconds, it's not going to work.
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