I see more people than ever reading email through their Blackberrys or other portable devices these days. Website Services Magazine's Editor in Chief can't seem to walk across the street without reading the small screen. Taking advantage of this phenomenon is becoming very important for email marketers, or just about any online business. So here's something to remember: keep your opening lines of email copy short, enticing and direct.
By filling up the top of your emails with company slogans, opt-out information or anything else that could be placed towards the bottom of your message, users of portable devices will deem your message worthless and quickly delete. They can't see your entire message right away and they can't see your snazzy new logo. Furthermore, many users of Outlook and similar email software have email preview screens that also only show the first few lines of your copy. Remember to put the critical information up top and leave the other effects further down the line.