Time to Change Your E-Mail Templates?

Rebecca Lieb | January 10, 2007 | 0 comments

preview pane.jpeg ESP EmailLabs says it's time for B2C marketers to through out their old templates and replace them with longer, narrower versions.

The betas of both Yahoo's and Microsoft's online e-mail clients enable the preview pane by default but these spaces are much smaller than what consumers were hitherto used to. Hence, e-mailers are advised to put calls-to-action and other critical information at the top of messages.

“B-to-C marketers who want big results had better start thinking small,” said Stefan Pollard, the company's director of consulting services and ClickZ's e-mail deliverability columnist. “Many are completely unaware that preview panes and automatically blocked images can make their current design templates virtually unreadable. If they were to use a third-party rendering tool to actually test how their e-mails look in consumers’ inboxes, they might be shocked.”

More reasoning is in a press release, but I'm guessing Stefan's going to provide additional insight in his next column.

Attend SES New York March 19-23 to learn the latest in social media marketing, integrated marketing, SEO, PPC, and more.

Subscribe:
Newsletters
RSS
Share:

ShareThis

COMMENTSCommenting policy

ABOUT THE AUTHOR

Rebecca was previously VP, U.S. operations of Econsultancy, an independent source of advice and insight on digital marketing and e-commerce. Earlier, she held executive marketing and communications positions at strategic e-services companies, including Siegel & Gale, and has worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann's RTL Television. As a journalist, she's written on media for numerous publications, including "The New York Times" and "The Wall Street Journal." Rebecca spent five years as Variety's Berlin-based German/Eastern European bureau chief. Rebecca also taught at New York University's Center for Publishing, where she also served on the Electronic Publishing Advisory Group. Rebecca, author of "The Truth About Search Engine Optimization," was ClickZ's editor-in-chief for over seven years.