Requests For Action

When writing e-mails, state up front any requests for action and information the reader
must see. Preview and number multiple points, requests, or steps to be taken. For example,
write “This e-mail explains the six steps you need to take to change health insurance
providers.”

So what?

These techniques make it more likely that the message will be read and
understood. The underlying assumption is that the reader will look at the first screen of your
message. If the message is longer, the preview alerts them to scroll down.