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Many e-mail providers, whether they are a free service or software such as Outlook or Lotus Notes, use the preview pane format. What is a preview pane? Preview panes allow the user to view the top half of the message, thereby giving them a chance to scan the contents quickly before deciding whether to open the entire message and read its full text in detail.

The preview pane is a tool that aids the user in filtering through his or her e-mail, but for the sender, it can often pose a greater challenge to engage the reader's interest in the message. If you are sending an HTML Newsletter in particular, it is important that you keep in mind the use of the preview pane when you create your design. You wouldn't want the viewer to hastily delete the message because whatever was viewable didn't catch his or her attention.

Statistics shows that 69% of office workers use the preview pane at work to scan their e-mails. At home, about 27% of users choose the preview pane option. Given both of these numbers, it is important to make your e-mail preview pane friendly.

Because the preview pane only allows a short glimpse of a message, the subject line becomes even more important than ever to be catchy, relevant, and to the point. When you know that your reader may only see a few lines of the text of an e-mail, make sure the most important information can be condensed to the subject line.

Keep the keywords, dates, offers or prices right at the beginning of the sentence. In some cases, even a subject line can get truncated in certain e-mail services. That's why it's important not to leave the best facts for the end!

Keep your subject line relevant. If you write something for the sake of being catchy and attention grabbing, and it turns out to be completely disconnected from the content of your message, it will lose your credibility as a company and provoke the reader to report your message as Spam. In fact, by the CAN-SPAM Act, by law, you are required to create subject lines that are relevant.

Make your reader feel like he or she is being addressed personally, not among thousands of others who will get the same message. The moment customers gets the feeling that a message is just another generic sales attempt among many other, they won't even click the message to open it, let alone scan it using the preview pane. It will go straight to SPAM or trash. When a customer receives a message that seems tailored to him or her, it is more likely to be opened. Insert a first name, such as: "Janet, 1 Day Left of Bargain Prices."

Preview panes can work to your advantage if you craft the appropriate subject lines. Keep them to the point, concise, catchy, and personal, and you can have people opening your mails further rather than deleting them hastily!