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As a nice follow up to Mark’s research into the current state of image blocking in email last week, I just came across an interesting study from MarketingSherpa via Tamara’s blog.

They surveyed 1,323 consumers over 18 to find out their email viewing preferences in regards to image blocking and preview panes. We already know preview panes are extremely popular in the B2B market because of the popularity of Outlook, but it’s important to note this survey was targeted specifically at the consumer market.

A full 38% of online consumers now use preview pane ‘capable’ email clients and 64% of people who are offered preview panes start using them as their default… Can you imagine if people judged your print ads by just a corner of the creative? Or your TV ads by just a few frames? That’s what’s increasingly happening with email.

Consistent with our recommendations back in November 2005, this great comparison really drives home the importance of ensuring the best bits of your email are at least visible in a preview pane.

To get an idea of exactly which corner many subscribers will be seeing, they also asked the type of preview pane being used. Turns out that just like business email users, home email users also favour the horizontal preview pane, which makes sense considering that’s the most popular default in those email clients that offer one. Because of this, it’s safe to assume that the most important content in your email should be at the top of your email, and preferably top-left to get the best of both types of preview panes.

Another interesting find was that between 35-50% of consumers have images off by default in their email clients. Of course, a percentage of those surveyed would enable images for safe senders and images would still be displayed automatically if you were in their address book. Check out the rest of the survey for the nitty gritty.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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