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If you ever read your email in Hotmail, AOL, Yahoo or any other email provider, you know that the entire email isn't always visible without scrolling down. A lot of the screen is taken up by information and advertising so there isn't a great deal of space left over for your email.
Before writing an email, be aware of how much of your message will appear on the first screen and make that information count. You want people to start scrolling down to read the rest of your message and they won't bother to scroll down if the first few lines of your message are not sufficiently compelling and relevant.