News
 What
Your B2B Email Subscribers Don’t Do That You Should
Know
According to a recent study by EmailLabs, Menlo
Park, CA, 69% of BTB e-mail newsletter subscribers
almost always use the preview pane instead of
opening the email. If the information in this
limited few inches of space doesn’t grab their
attention, 19% will delete the email. And, 49%
look only at the first few lines of the
preview pane to decide whether to continue reading
the message.
What else don’t B2B email subscribers do? They don’t
download images and rarely open the email… but
prefer to scan or read their emails within the
preview pane. In fact, 53% of B2B customers’ ISPs
or email service providers automatically block
images, and 45% don’t download images that appear
within the pane. There’s more. 50% of e-mail
subscribers said they rarely or never place an email
address on their email client’s safe sender list.
So what’s a B2B email publisher to do? EmailLabs
recommends they re-design their emails so recipients
can see important information in the preview pane.
1. The top of emails should include a 2-3 inch pre
vie pane header that is HTML and text only – no
images. The header area should include key offers,
article teasers and “In This Issue” information so
the reader can decide whether to keep reading.
2. Design email templates so both content blocks and
ads can be viewed entirely within a 2-3-inch window.
3. Minimize the use of images unless necessary.
Instead, use HTML fonts, colors and backgrounds when
possible to liven up the email.
Here are a few essential and optional elements to
consider for your newsletter to generate a loyal
readership that won’t be so hasty to hit the Delete
key:
Essential Elements:
• Subject line
• E-newsletter title
• Volume/number/date
• Subscribe/unsubscribe instructions
• Privacy policy (or link to the policy at your
site)
• Permission or invitation to forward the
e-newsletter
• Copyright information/use guidelines
• Contact information
Optional Elements:
• Table of contents
• Archive old issues
• Personalization — subscriber’s name, customized
e-newsletter content
• Organization tag line
• Attachments
• Rich media
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Melissa Data
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