And Don’t Forget The Preview Pane

Graphic designers can get carried away designing emails they’d like displayed in the Museum of Modern Art, but an easy way to double open rates is to design for the preview pane. The reason is that 85% of email recipients view their messages this way before deciding to click and open the whole thing. Your most important and compelling content – be it article or offer – should be in that narrow band at the top of your message that will appear in the preview pane.