Nowadays, many email marketers fill the pre-header area of their emails with “click to view” and message summary information that occupies the prime viewing areas of their messages. Due to this congestion at the top of messages, some companies have begun omitting whitelisting instructions due to a lack of available real estate within the pre-header area of their emails.

For those who are unfamiliar with the term whitelisting, it refers to the process of adding an email address to a list of contacts that the user deems are acceptable to receive email from. This prevents approved email marketing messages from being delivered to the trash or spam folders. Frequently, whitelisting text is phrased in the following manner: “To ensure delivery to your inbox, please add email@company.com to your address book.”

To determine whether including whitelisting instructions in the pre-header area of emails added value to their email program, Origins Natural Resources recently teamed up with Experian CheetahMail to test the effects of including whitelisting instructions in their email template for new subscribers.

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