Info Center Articles 8 Rookie Mistakes in Email Marketing Outlook 2007: Understanding the Latest Changes Using Email to Make the Sale

Success Story The Port Authority of New York and New Jersey The Port Authority of New York and New Jersey uses Email Transmit to communicate with constituents about NY area bridges, tunnels, bus terminals, airports and developments around the World Trade Center site and transportation hub.

Welcome New Clients Crunch Fitness (New York, NY) Serenity/Tena Products (Neenah, WI) Calyptix Security (Charlotte, NC) Silfe PR (Los Angeles, CA) Harlem Education Activities Fund (New York, NY)

Contact Us Email Transmit 8701 Mallard Creek Rd. Suite 220 Charlotte, NC 28262 P: 704-248-8817 F: 704-447-7262

Understanding the Preview Pane

Designing your emails to work in a preview pane is a necessary step in your creative process. Many recipients (often the overwhelming majority) will view the email in the preview pane and determine whether or not to read the entire message based on the preview pane display.

The top 3 to 4 inches of your email message are critical. Within that space, you must provide an offer, promotion or relevant content in order to engage the recipient so they’ll read the entire message.

Why is the preview pane so important? Here are some statistics about preview pane use:

1. 69% of at-work email users view emails in their preview panes.
2. 80% of at-work users in the US rely on Outlook or Outlook Express, which offer preview panes.

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Did You Know?

80% of Marketers say Viral Marketing Builds Awareness

More than 80% of "very experienced" marketers say that viral marketing builds brand awareness. 77% of B-to-C marketers and 75% of B-to-B marketers say they plan to encourage email forwarding in 2007, and 72% of B-to-C marketers say they will use tell-a-friend features on their websites.

(Source: WOMMA 6/2007)

Trends & Statistics

• 64% of online merchants keep key points of content high up in the body of the message. - Internet Retailer (2007)
• 34% of marketers surveyed said that creative optimization had the most impact on your email campaigns in 2006. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

IDEAS FOR YOUR BUSINESS

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