So I received the following email today. The "FW:" in the subject line caught my eye, and I opened it.

The other thing that caught my eye was the pre-header text, which read "To view this email in your browser...". And that's when I realized this was not an actual forward, but in fact, an email designed to have a "personalized" copy block up top, followed by the "actual" email.

Kinda slick, if you ask me, however, it made me wonder whether how this kind of design would be perceived by others. Scammy? Won't notice? Indifferent?

And if your subscribers do make the connection that this was just a cleverly-designed email, what's the potential fallout or hit to your company's credibility?

I'd love to hear your experiences with these types of campaigns...if you've done them how they performed, and how you feel about the morality of pulling a fast one on your subscribers :)