eNews Tip: Hook 'em

The first contact recipients have with e-mail is the subject line. Make yours descriptive and invitational, but keep it brief at less than 50 characters. Additionally, most e-mail programs display only the top part of e-mail in the preview pane. This leaves 2–3 inches of space to lead with your best story or image. Follow the inverted pyramid style, and start with the most important information first.