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Ezine Publishing Design For The Email Preview Pane
By Christopher Knight

"The biggest challenge facing online marketers today is to design for the preview pane and ever-shrinking real estate of the email inbox," said Stefan Pollard, Director of Consulting, EmailLabs in a recent media release. I do agree that it's a major challenge for ezine publishers and let's give it some attention today by considering how to improve your email newsletter template to address the preview pane's impact.

Hi Chris,

I've been reading your articles for some time - they are very valuable to email newsletter publishers at all companies, large and small. I wanted to comment on your advice today though.

You might not want to push all your images below the preview pane. I try to limit the top "branding" image to 60px in height (and of course no more than 600px wide), which gives me room for brand and a tight image without losing too much space. I find that I can still fit a quick blurb that prompts people to read on in the remaining space below that header, and of course the "View this email online" and "Add this address to your safe senders list" text goes above.

Images are worth 1000 words, and do drive results - when they are seen. It's not so much about kicking them out of the preview pane, as it is about giving them specific goals and space. And using the rest of the real estate to get your audience to click the link that will get those images to show up.

Good luck with your redesign! I can't wait to see it.

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