Outlook Email Preview Modes

Discussion in 'General Marketing' started by macz_g, Aug 9, 2006.

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  1. #1
    Has anyone come across research data on Outlook preview modes?

    We market to a list of members and trying to see if the preview panel & auto preview mode are effecting the open rates.

    GM
     
    macz_g, Aug 9, 2006 IP
  2. frankcow

    frankcow Well-Known Member

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    #2
    I read recently that about 70% use the preview pane at the bottom of the window
     
    frankcow, Aug 9, 2006 IP
  3. macz_g

    macz_g Well-Known Member

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    #3
    Yeah I read a bit about that aswell.

    One of my colleagues uses the 2 line auto preview with out the preview pane. We are running a test to see what diff it has on open rates if we write the intro for that viewing mode.
     
    macz_g, Aug 9, 2006 IP
  4. Edisonian

    Edisonian Peon

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    #4
    I have not seen any data on this subject. How would it affect open rates?
     
    Edisonian, Aug 10, 2006 IP
  5. macz_g

    macz_g Well-Known Member

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    #5
    The auto preview (note: this is not the preview pane) in outlook displays the first two lines of your email as text.

    For us those two lines were the standard "if you can't see your e-news letter, click here to view it online."

    There is nothing that they see in the auto preview to drive the action of opening the email. We rearranged the code and increased open rates by 3.2%. The auto preview now lists the main offer of the email. "Book today and save 10%."

    Simply put it drives action because they know what they are getting and why they should open.
     
    macz_g, Aug 11, 2006 IP