How to control what your readers see when they first open your email newsletter
The first screen of your email newsletter, which includes the preview pane, is another part of your email newsletter’s prime real estate. Preview pane best practices aren’t covered here, but you can follow the link to read them.
Your “first screen” should include an opening paragraph that draws people into the issue with reasons why they should take a minute and read it right now.
Especially when your newsletter is B2C, it should come from a real person or real people; it should not appear to be automatically generated with no human intervention.
There should also be a table of contents that is specific to this issue:
BAD: Top Story
GOOD: Top Story: Interview with Tyler Thomas, President of XYZ Publishing
BAD: Case Study
GOOD: Case Study: How ABC Publications Increased Online Revenue by 50%
BAD: Special Offer
GOOD: Special Offer: Save $100 on our Email Marketing Report
The table of contents should include links so that the reader can “jump” directly to the item in the newsletter or to the website with the full story.
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When designing what users will see first in your email newsletter, make sure that you follow these four simple rules:
- The email newsletter includes an engaging opening paragraph specific to this issue.
- The email newsletter comes from a “real person” or group.
- The email newsletter includes a table of contents specific to this issue (best if you have a tip with multiple stories).
- The email newsletter table of contents includes links, either to each item in the email newsletter or to the full text on a website.
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