What Great E-Mails Do So Well …

The company makes great use of the preview pane with personalization (Dear Regina) and a “snippet.” A snippet is a marketing message that usually plays off the subject line and provides additional motivation to open the e-mail. In this e-mail, the marketer packed two ideas into this area: “Here’s what you can do to discourage inappropriate territorial spraying. Plus — 25% OFF Anniversary Specials!”