But if your recipients have their email client's preview pane turned on -- and most do -- what is displayed there is just as important. If the top of your email marketing message, the part that is most likely to be shown in the preview pane, is well designed, you can build on the interest built with the Subject or even reverse the recipient's decision to delete your message.
That's why things that can usually be found near the top of every mail to a list -- unsubscription instructions, unnecessary and long introductory copy, disclaimers -- should be moved down the page. You don't have to move it all the way down to the bottom, but it should be out of the typical preview pane.
The preview pane should be filled with the unique selling point of your campaign, with your most intriguing benefit or your best offer instead.
