Gmail Rolls Out Three-Pane View – About Time?

Always keen to keep our fingers on the email pulse, we were interested to see today that Google has rolled out a new three-pane view for Gmail.

By going to settings and ‘labs’, Gmail and Google Apps users can enable the ‘preview pane’ feature, which will then show either a horizontal or vertical preview window in their inbox (see screenshots in this post and click on them for bigger versions).

About time?

There are a range of nice features and settings in the three-pane view, including the ability to set the amount of time before a message is marked as read.

And while this is clearly a great feature addition for Gmail users, seeing that other email clients like Outlook  have had this capability for years, even Hotmail has had a preview pane for some time. I’m amazed it’s not been available before now. Still, better late than never I guess!

Good for marketers

So what do these changes mean for email marketers? Well, generally, preview panes are a good thing as it makes it more likely recipients will see the creative in your email message that you have slaved over.

But there are other things to consider too. Make sure you test your creative in Gmail preview panes before sending to make sure it renders properly and that calls to action appear ‘above the fold’.

Our tech teams will be keeping an eye on how this feature is used and we’ll be sure to update you if we notice an increase in the number of people using it.

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