Email is popular because it fills the need for quick communication. Subscribers' attention spans are short, and their inboxes are full. An email needs to grab them immediately. So why then do marketers insist on sending emails that ask subscribers to scroll and scroll and scroll? Marketers make the mistake of trying to convert a four-page paper newsletter into an email format, without learning what makes email unique: the ability to make subscribers act.
To make your email stand out, design it so the copy is on a single screen above the fold. Have a strong call to action in the email subject line that also is included in the content. Use hyperlinks to continue stories, link to information, direct people to surveys, show videos, etc. Including three to five hyperlinks within the body of each email keeps the message concise and provides multiple tracking mechanisms to determine how engaged the audience really is."
http://www.imediaconnection.com/printpage/printpage.aspx?id=27230
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