Eleven Steps to sell great copy in Emails pt.7
Step Seven: Say it early
People going online are often busy and impatient, and will often scan just the first few sentences of emails. You may only have one paragraph to communicate the meat of your message, so use it wisely. You can round out with more detail later in the main part of your email. Try to create your first paragraph as a “mini-telegraph” for your message, with a link to your web site, and you’ll get the quick and restless readers to act.