So many designers of e-mail campaigns make the fatal mistake of designing the e-mail to be viewed in its entirety. E-mail doesn?t work like that. E-mail is scrolled through and in very small windows.

If you design the e-mail to look like a Web page and allocate valuable screen real estate at the top of your e-mail to masthead graphics and branding messages, you relegate the key messages to reside ?below the fold? of the preview pane.
If your recipient doesn?t get your key message from what displays immediately in the preview pane, they probably won?t invest the effort in reading your e-mail or taking your desired action.

Cut to the chase. The first paragraph should be very easy to scan and should be a good overview of the key messages that you are trying to impart. The From line and the Subject line is where your branding goes ? the From line in particular ? rather than in gratuitous graphics.

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