I was trawling through some back issues of email marketing newsletters and came across this little gem by Paul Soltoff. Written on December 2, 2002 – yes, I know that’s a long time in Internet history – Paul’s advice is still relevant today.

In essence, he says email marketers ignore preview windows at their peril.

There is a strategic relationship between the subject line and what you say in your opening content. What you showcase in the preview pane will largely determine the fate of your email. Even if your recipient decides to delete the message, that fleeting glance can make all the difference between a connection and oblivion.

Paul’s own research revealed that revealing the entire offer within the preview window led to higher open rates than where the key message was buried further down the content.

It’s a fleeting second – don’t waste it. While it may not work with everyone, if you are serious about the success of your email campaigns, pay much more attention to this valuable window of opportunity.