New MarketingSherpa Study Data: One Out of Four Consumers Use Preview Panes; 59% Block Email Images
If you send email to consumers and/or small businesses, you may want to get with your email designer as soon as you've reviewed Sherpa's new study data. 1,323 online consumers over age 18 just told us how they view their email. Turns out 26.6% use preview panes (instead of look at your whole email) and 59% routinely block images
Have you viewed your own email creative with images blocked recently? Judging from our in-boxes, we know of many, many marketers who are in for a nasty surprise when they finally take a look.
Now, we're not suggesting that you stop using images in consumer emails. MarketingSherpa studies show that images, when used appropriately, can significantly improve responses from consumers who see them.
However, from now on, when your creative team shows you email to approve, we suggest you refuse to OK anything unless you get three versions to approve at the same time:
1. Preview pane version - at least small horizontal.
2. Images blocked version.
3. Regular full-screen glory version.