E-mail marketing firm EmailLabs is advising business-to-consumer marketers to reduce template size to account for the trend in smaller viewing areas in Web-based e-mail clients.

The recently released Yahoo Mail Beta and Microsoft's Window Live Mail Beta, now enable preview panes by default. These smaller reading spaces enable consumers to quickly scan their messages before opening them, forcing marketers to get to the point.

Due to widespread adoption of Microsoft Outlook’s preview-pane function in corporate settings, business-to-business marketers have been dealing with this design challenge for some time. But this is not true for business-to-consumer marketers, who for the most part always have designed e-mails under the assumption that consumers would see the entire e-mails as designed.

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