📜 ⬆️ ⬇️

What you need to know about working with text preview emails



You have spent a lot of time optimizing your emails, and you are sure that the mailing lists are well written, look good and, more importantly, appear normally in most email clients. The problem is that even the most ideal letters with high probability will never even be opened by the recipient. They will simply fall into the Inbox folder, where a huge amount of text is already buried.

The inbox folder is the first thing that a mail program user sees, but it is also often the last factor to be considered when deciding whether to open a letter. All mail clients necessarily show who the letter came from (the “from” field) and the subject of the message. Some programs also show a small text preview.
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Optimization of this text can bring excellent results and significantly increase the percentage of open letters (sometimes up to 45% ).

What is the text preview


The preview text (or preheader) is a small piece of text that “pulls up” from the message body, and is usually displayed below the fields with the sender's name and the subject of the message.



The concept of the text of the preview is a modern adaptation of the concept of the Johnson Box, a block with a selling proposal that was placed at the very top of the paper advertising messages. The idea is exactly the same - the text of the preview can attract the attention of the recipient of the message and encourage the person to open the letter.

In addition, the preheader can also affect the user's behavior — for example, if you interest a person in mentioning an interesting object (the name of the article), he will then look for it in the text of the message. An example of such a manipulation - the company Wedding Wire began to mention in the text of the preview "inspirational wedding ideas of this week", which aroused interest among readers. The percentage of message discoveries during the tests increased by 30%.



Conducting such tests can give a good result (albeit not always fast), plus is the ease of making changes - no need to typeset and change the HTML or template design.

We add the text of a preview in the message


The text of the preview is “pulled out” of the first few lines of the text of the letter. You can also show or hide it in the body of the message text. You can simply start the letter with words that will complement the subject of the message and the “from” field:





Visible text preview


Very often, small icons, links to “sharing” content in social networks or service phrases that tell you what to do if the letter is displayed incorrectly get into the preheader. All these are important elements, but they do not tell the user “Open me!” - and the text of the preview is needed for this.



In the event that the listed elements fall into the preheader, you should consider moving them to another place in the message or adding a couple more lines of additional, more attractive text in front of them.

You can not only show in the preview the first sentences of the letter, but also specifically indicate which text should go into the preheader. This is done using a pair of tags that need to be placed after the tag.
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Outlook 2007
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Outlook 2007
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Outlook 2013
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Lotus Notes 8.5
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Outlook 2003
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Outlook 2007
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Outlook 2010
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Outlook 2013
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check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
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check-green 40
Android Gmail App
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check-green 45
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check-x N/A
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check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
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check-green 40
Android Gmail App
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Android Yahoo! App
check-green 45
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check-x N/A
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Apple Mail
check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
BlackBerry
check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
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Apple Mail
check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
BlackBerry
check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
Windows Phone
check-green 40
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Gmail
check-green *
Yahoo!
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BlackBerry Z10
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Apple Mail
check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
BlackBerry
check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
Windows Phone
check-green 40
-


AOL Mail
check-green 75
Gmail
check-green *
Yahoo!
check-green *
Outlook.com
check-x N/A

* .

:

Samsung Galaxy S3 – Android 4.3
BlackBerry Z10
iPhone 6
Nokia Lumia 520 – Windows Phone 8



, « ». Apple Mail iOS Mail :



( AOL Mail), :



iPhone 6 .



Gmail ( Yahoo!) :



, Gmail .

Gmail Android :




, , — , . , iOS Mail 90 , Windows Phone 40 , .



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Apple Mail
check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
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check-green 35
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check-green 55



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check-green 40
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check-green *
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check-green 140
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check-x N/A
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check-x N/A
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check-green 55



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check-green 40
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check-green *
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check-green 45
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check-green 140
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check-x N/A
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check-green 40
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check-green *
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check-green 140
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check-x N/A
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check-x N/A
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check-green *
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check-green 140
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check-x N/A
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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 140
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check-x N/A
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check-x N/A
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check-x N/A
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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 140
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check-x N/A
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check-x N/A
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check-x N/A
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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 140
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check-x N/A
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check-x N/A
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check-x N/A
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 140
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check-green 35
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check-green 55



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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 140
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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 140
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 140
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check-x N/A
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check-green 140
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check-x N/A
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check-green 140
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check-green *
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check-x N/A
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check-x N/A
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check-x N/A
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check-x N/A
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check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
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check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
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check-green 35
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check-green 55



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check-green 40
Android Gmail App
check-green *
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check-green 45
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check-x N/A
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
Android Gmail App
check-green *
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check-green 45
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check-x N/A
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
Android Gmail App
check-green *
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check-green 45
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check-x N/A
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
Android Gmail App
check-green *
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check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 50
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check-green 40
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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
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check-green 55



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check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 50
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check-green 40
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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
Android Gmail App
check-green *
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check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 40
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
Android Gmail App
check-green *
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check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
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check-x N/A
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check-green 35
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check-green 55



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check-green 40
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check-green *
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check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 140
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check-x N/A
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check-x N/A
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check-x N/A
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check-green 50
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check-green 140
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check-x N/A
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check-green 140
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check-x N/A
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check-green 140
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check-x N/A
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check-green 140
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check-x N/A
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check-green 140
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check-green 140
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check-x N/A
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check-green 40
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check-green *
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check-green 45
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check-x N/A
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Apple Mail
check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 50
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check-green 40
-


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check-green 75
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check-green *
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Apple Mail
check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 50
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check-green 40
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check-green 75
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check-green *
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Apple Mail
check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
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check-x N/A
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check-green 90
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check-green 50
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check-green 50
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check-green 40
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check-green 75
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check-green *
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, . -, .


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Apple Mail
check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
BlackBerry
check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
-


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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
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check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
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check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
-


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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
Outlook 2003
check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
BlackBerry
check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
-


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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
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check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
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check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
BlackBerry
check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
-


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check-green 75
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check-green *
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
BlackBerry
check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
-


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check-green 75
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check-green *
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, « » . , , , . — , , .


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:

: email- , . : , . , « 50% », , . : , , . : , . , , , . : - , , .
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check-green 140
Lotus Notes 8.5
check-x N/A
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check-x N/A
Outlook 2007
check-x N/A
Outlook 2010
check-x N/A
Outlook 2013
check-green 35
Outlook for Mac 2015
check-green 55



Android Native App
check-green 40
Android Gmail App
check-green *
Android Yahoo! App
check-green 45
BlackBerry
check-x N/A
iOS Native App
check-green 90
iOS Gmail App
check-green 50
iOS Yahoo! App
check-green 50
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check-green 40
-


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check-green 75
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check-green *
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check-green *
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:

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BlackBerry Z10
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, « ». Apple Mail iOS Mail :



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, , — , . , iOS Mail 90 , Windows Phone 40 , .



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BlackBerry, Outlook.com, Lotus Notes Outlook . , « ».



BlackBerry



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, « » . , , , . — , , .


. , , . — iOS-. .


, , . , . A/B , .

:

: email- , . : , . , « 50% », , . : , , . : , . , , , . : - , , .
«»:
How-to: email- media queries email-: : plain-text How-to: email-

Source: https://habr.com/ru/post/260945/


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