Though
the grid view is still in the experimentation phase, market analysts are
speaking with certainty of times when it will be launched completely. The most
important change that will be noticed is the immediate change of focus from the
subject line to the image of the email. In fact, Email Advertising Agencies,
that used long subject lines in attempts of capturing the attention of the
users, will need to rework their strategy as the subject lines will be trimmed
after 75 characters along with the advertiser’s name that will be shortened to
20 characters. Also, with the presence of a highlighted image, the focus of the
user will automatically turn away from the written content. The onus of the
getting the user to open the email will now rest on the image more than the
subject line.
The
tests that were run on the new grid view showed that the techniques that are
currently prevalent in Email Marketing will fall short when the grid view is
activated for all. A number of thumbnails stared blankly without images while a
few others had images that did not have the optimal resolution. Though it is
true that the option of viewing the “promotions” folder in the grid view or
list view will lie at the user’s discretion, most users will definitely chose
the former that will present the folder in a more colorful and attractive manner.
The Email Marketing Service Providers would
do well to start their preparations with proper images, so that when the story of
the promoted brand starts being told by the images, they are not left wanting
in quality.
