updated on 22 November 2024

Your customers and prospects view e-mails in five stages. Those stages are: looking at the “from” line, the subject line, the preview pane, the opened but not-yet-scrolled message and the full e-mail.

How well you design for each stage will affect how many people read your message all the way through and how many simply hit delete or, even worse, report your message as spam.

These quick tips to help you maximize those five key elements:

1. The Recognition Factor

Consistency is key. B-to-b recipients expect instant recognition; if they signed up for “XYZ Newsletter”, they want to get “XYZ Newsletter”. You can make sure they recognize your e-mails by standardizing messages with your company, or brand name or the name of someone they deal with often at your company. More than 73% of people will report spam based on the “from” field, so you have to remember that’s the critical first piece.

2024 Update: While consistency remains crucial, email marketing has evolved to embrace hyper-personalization. Today’s successful emails combine reliable branding with personalized content based on user behavior and preferences. Tools powered by AI help create customized experiences while maintaining brand consistency. The “from” field is still vital, but it’s now part of a broader personalization strategy that includes dynamic content and tailored promotions.

2. Preview Pane Power

Optimize and test content in the preview pane. More than half the people who open an e-mail do so because they like what they see in the preview pane. The key quadrant is definitely that four-by-four-inch square. Keep this area clean and to the point. Include your brand name and the call to action in this space; and weave in information that taps into both rational as well as emotional arguments, she said. This is an area where links can also be valuable so people can go directly to a more comfortable viewing paradigm.

Another point to remember: Keep designs at no more than 600 pixels wide so readers won’t have to scroll horizontally.

2024 Update: Mobile devices have revolutionized how we think about preview panes. With over half of emails now opened on smartphones, the focus has shifted to mobile-first design. That four-by-four-inch square has transformed into various screen sizes and orientations. Modern email design prioritizes responsive layouts that adapt seamlessly across devices, with preview text optimization for both desktop and mobile views. The 600-pixel rule still applies, but we’re now thinking in terms of flexible, fluid designs.

3. Email Client Considerations

Your design is going to look different depending on which e-mail client your recipients are using. The most common b-to-b clients, according to the ExactTarget white paper, are Microsoft’s Outlook and IBM’s Lotus Notes; about 75% of all b-to-b recipients are using one or the other. However, many businesspeople use free mail services to receive marketing messages. The most common b-to-c clients are Yahoo, which garners 25% of e-mail recipients; Hotmail, which accounts for 20%; and AOL, which accounts for 18%.

2024 Update: The email client landscape has dramatically shifted. Outlook is still a major player, but Gmail has also become a force to reckon with, and mobile email clients have taken center stage. Modern email development requires testing across a much broader range of platforms and devices. Dark mode compatibility has emerged as a crucial consideration, and email builders now use sophisticated tools to ensure consistent rendering across all major clients. The focus has expanded beyond just desktop clients to include a variety of mobile apps and web-based interfaces.

4. Content Teasing Strategy

Include just enough of a tease. Should you include a paragraph summary of an article along with a link or just a short sentence and a link? It depends on how much content you’re trying to get into your message. If you’ve only got a few stories, go with the synopsis and the link. But if you’re trying to get a lot in, a sentence or small teaser line is a better option since time spent on e-mail deteriorates as a reader moves through it. If you’re asking someone to scroll, you’re expecting a lot of someone.

2024 Update: Content teasing has evolved to become more interactive and engaging. Modern emails often include interactive elements like polls, quizzes, or animated CTAs that capture attention without overwhelming readers. AI-powered content optimization helps determine the ideal length and format for different audience segments. The key is creating value while respecting readers’ time – using data analytics to understand exactly how much content drives optimal engagement.

5. Video Integration

Another tip: Include a screen grab of any video you’re linking to. A frame of the video with an arrow is the best way to go, so people see what they can expect when they click through.

2024 Update: Video content has become increasingly sophisticated in email marketing. While video thumbnails remain important, many email clients now support embedded video previews, GIFs, and interactive media experiences. Some platforms even allow for video playback directly within the email. The key is providing a seamless experience that works across different email clients while maintaining quick load times and accessibility.

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