Testing Email in the Preview Pane

If you’re doing any kind of email newsletter/update (and you should really consider it if you’re not!), an important consideration is what the end user actually will see in the "preview pane" of their email program (e.g. MS Outlook). This new study done by the Sierra Club shows how a redesign netted an additional 55% increase in clickthrus.

Here’s a screenshot of the original Sierra Club e-newsletter in the preview pane.
Here’s a screenshot of the redesigned Sierra Club e-newsletter in the preview pane.

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