When I was a newspaper reporter,
I would submit an article,
never knowing how much
of the article would be printed.
If it was a slow news day,
the entire article might make it
into the paper.
If it was a packed news day,
only the first paragraph might be printed.
I learned quickly
to lead the story
with the most important information,
the news I really wanted readers to know.
THIS is how I write emails.
I assume that only the first line
will be read
so that first line has the information
or asks the question
or delivers the call to action
that is critical for me.
If the email is opened,
almost everyone reads that first line,
even if they’re scanning the information.
Lead your emails
with the most important information.