Count Down From Three
That's how long your e-mail message has to make an impression with a typical e-mail user. Call it the three-second rule. "It is critical to get your message across in the subject line and the part that pops in the preview window," says Michael Della Penna, chief marketing officer of e-mail marketing service provider Bigfoot Interactive. "Focus your attention on great copy."
Remember: Jaw-dropping design will be for naught if you don't hook recipients with a few great words first.