(10 sec) step to increase your click through rates
Retailers get a lot of criticism for their email designs due to an over-reliance on images. One recently adopted tactic I noticed is many are repeating their call to action in HTML text in the preview pane. The preview pane allows a reader to view just a narrow 2–4 inch strip at the top of an email before deciding whether to open it.
Old Navy - View email
69% of at-work email users usually view emails in their preview panes - MarketingSherpa (2007)
Adding a handy link at the top saves time and confusion. The fact that it's viewable in the preview pane and will be visible with images turned off makes it a winning strategy. We have seen an increase in click through and download rates when trying this out with our clients.
Willams Sonoma - View email
Brooks Brothers - View email
Borders - View email
Banana Republic - View email
Old Navy - View email
Pottery Barn - View email
