Do you have the preview pane enabled in your inbox? Many of your email recipients use this setting and some even read most of their emails this way.

The preview pane is important email real estate, and you can use it to your advantage. What readers see in this area can influence their decision to open your email to read more or to scroll down to see more.

If you're a business-to-business marketer, most of your audience uses the preview pane. It is not as important a factor for consumer marketers, but studies have shown that about 40 percent of consumers use a preview pane.

Of course, this function is user-controlled, and the size and horizontal or vertical orientation is in the control of the recipient. It is safe to assume that the top two inches of your email may be viewed and that the left-hand side is most visible. Here are thoughts on how to optimize your use of this important area.

1. Include a headline above the body of your email

Old-school email marketing advised that above the body of the email is where you include administrative notices such as "add us to your address book" and "click here to view online."

You still want to make sure that it's easy for recipients to view your email, but smart marketers are now using this area to include a headline or promotion. This makes email work harder, and should pay benefits.

Here's an example from pet supplies marketer Doctors Foster and Smith. I like the simple and effective personalization. My eye is naturally drawn to my own name, and readers are more likely to read the offer copy directly below.

The Wine Enthusiast does not use personalization, but it does use bold text to highlight the headline. This marketer smartly uses a variation of the subject line.

I also like the inclusion of the toll-free number right next to the company name. Today, customers are in control and should have as many options as possible to conduct business in the channel they prefer.

Office supplies company Staples uses another variation on the theme with an offer listed in a gray bar at the top of the email.

Moreover, the area next to the logo includes an additional offer.

If you do decide to take advantage of this approach and have "add us to your address book" as a call-to-action, consider moving that element to the footer area of your email template.

2. Include a link to view an HTML version

I am astounded to see how many marketers who rely on images in their emails ignore this advice. Image-blocking email clients are now the norm and represent a major challenge:

It is likely that many recipients will not see your message in the way that you planned. Your logo and carefully planned header may be replaced by red X's.

To quickly check how your programs might look to recipients, view your emails with your Internet connection unplugged.

A link to an HTML version should be a mandatory element in every email that relies on images to entice and motivate. It can be included in smaller type in the space above your header, or you might incorporate it into your template design.

For example, environmental organization American Rivers includes it link directly below their header:

3. Include your logo in near the upper left side

Your From line most likely includes your branding, but visual reinforcement is important. Since some recipients set their preview pane to display the upper-left quadrant, you'll have higher recognition in this position.

A cursory look at my own inbox showed a few major marketers using the upper right position. And, sure enough, the logo was not visible in my preview pane.

Also consider the size of your logo. A large logo pushes down other available content and can impede the effectiveness of your preview pane. Most e-newsletters and promotional emails accordingly display smaller logos.

And, if it's appropriate, have some fun with your logo. During the holiday season, several marketers tweaked their logos to make it more festive.

Here's an example from FootSmart, a direct retailer of foot and lower-body health products. It added red and green to the image of the foot on the left, which normally appears in blue and white, and it hung a stocking off the last letter of the company name.

This approach can easily be adapted to other holidays and events.

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I hope I've convinced you to take a fresh look at your email program to optimize your use of the preview pane.

One of the beauties of email is that it is relatively easy to test. If you're still a skeptic, take the time to try a new approach. See for yourself whether opens and clicks improve.