Research has shown that people tend to breakdown their email into five levels of viewing. As readers go deeper into the process, your chances increase that they will read your entire message.

Here's an overview of the five stages:

Stage 1: From the Name
During this stage viewers determine if they want to initially read your email based on your store/brand name

Stage 2: From the Subject Line
The next test is whether or not your subject line captures their attention

Stage 3: Preview Pane
If you have made it past the subject line then they will look down at the email while it's in preview mode and quickly scan it.

Stage 4: Opened Email
If you made it past the scan test, then readers will click open your email and read it "above the fold line," which means the portion of the email that fits on their screen.

Stage 5: View Full View Email
Lastly, readers will read your entire email. The best scenario is if you have a strong call to action and they click through to the website from your email or if they print it out to bring to your store.

Stay tuned for more tips on how to design and write copy for each stage of viewing. For additional email marketing and web strategies, attend my two sessions at the NY Gift Show tomorrow!

If you're planning on attending the upcoming New York International Gift Fair, Saturday, January 30 to February 4, please stop by the North Concourse in the Javits Center and vote for your favorite green product in one of three categories: most innovative, most sensible use of materials and most sellable.

At the summer show we had more than 175 vendors competing in the prestigious contest co-sponsored by our magazine, GREEN Retailer and the NYIGF.

At the last show I saw so many innovative green products, ones I would've missed due to the sheer volume of products represented at the show. I highly encourage you to stop by and preview the eco-friendly lines (each product has a note card explaining how it's green, and gives you the booth number of where you can locate them at the show).

Our main goal is to increase awareness of eco-friendly business practices. I hope you'll cast your vote and show your green support!

According to a survey recently conducted by the Institute for Local Self-Reliance, of 1800 independent stores sales were up 2.2 percent November and December, versus the same time period in 2008. In comparison, overall retail sales rose just 1.1 percent on a year-to-year comparison.

Retailers recently quoted in an article in the San Francisco Chronicle attributed increased holiday season sales to the shop local campaigns they promoted in their stores.

As you think about your marketing for the year, remember to incorporate the shop local message in your signage at the store, outgoing correspondence (email and direct mail) and in any advertising you do. It's a powerful tool that can influence consumer spending, as people do want to support their local community— they just need a friendly reminder.

One of the things that I'm enjoying most about social marketing is watching the various ways that companies are creatively utilizing it to communicate their message. For example, See's Candies just announced on Facebook that they will be expanding into the Midwest with two permanent kiosk locations. In a short time after they made the announcement, 203 people told them they liked their expansion plans and another 162 people posted comments.

I encourage you to get creative with your social marketing. Announce your new lines, promote a contest, and offer your Facebook fans something a little extra as a reward for being your fan!

I have seen a number of retailers, after a purchase, offer their customers an opportunity to choose an inspirational message from a jar. I think this is a nice gesture and one that can easily be duplicated in your store.

Plus it will give your customers a happy thought when thinking of your store.

For ideas on inspirational quotes, turn to these websites:

MotivatingQuotes.com
HeartsandMinds.org
FinestQuotes.com

While I was at the Dallas Market Center last week, I noticed red phones spread throughout the market, with a clever sign that read, "all questions answered." I loved how personal and accessible it was.

I started thinking, what if you posted a similar creative and clever type of sign in your store behind the cash register. Something to clearly communicate and remind your customers that you're there for them.

I just returned home from almost back-to-back gift shows (Atlanta then Dallas) and I was thrilled to hear exhibitors reporting increased sales over last year—some as much as 100% higher than last January. At both shows the energy level was noticeably high, as retailers and exhibitors smiled, bustled about and placed orders.

I've also been reading and hearing about overall positive holiday results from retailers on our forum and when chatting with them at the two shows.

This a great sign for the retail industry!

How did your holiday season go?

Wouldn't it be great to find out what your customers really think about your store? Why not find out with a customer survey?

Coming from a psychology background, I feel obligated to mention that surveys do have flaws, but ultimately I feel it's better to ask than to have not asked at all. With websites like SurveyMonkey.com you can create and post a free survey for your customers easily. Or you can ask customers to take a two minute, five to eight question survey in your store.

And remember to reward your customers for participating in the survey by offering a small discount off their next in-store purchase or a free gift.

By nature, I'm a very competitive person… but I think it's because I find it so rewarding to win. So naturally, I love participating in contests.

Back when I worked for the chain store Gantos, we were paid a base salary plus commission. In addition, our store manager loved to have contests. She would create different teams (day team versus the night team, or a mix of new and seasoned sales people) and the whole team was very motivated by the commission that we were paid for each item sold. It was amazing to see how competitive and driven the team became when a monthly contest was added to the mix (even if the contest reward was only $50 per person).

This just reaffirms that great sales people love recognition (some even more than money—or at least just as much!), so remember to recognize your sales team regularly.

Here are a few ideas:

1. A handwritten note or certificate for the person with the top monthly sales.

2. An individual or team contest with a prize (the prize doesn't have to be big).

3. A pay program that offers commission to reward your employees each time they make a sale. You'll find it will incentivize them to sell more as well.

4. Verbal recognition for a team member at a staff meeting who made a big sale, had a great month, or went above and beyond for a customer.

One of my favorite questions to ask retailers is: what are your top selling products? I think it's a great way to find out about mini trends, fads and products that stand the test of time. This is also one of the most popular articles in our print magazine and on our website.

We track retail trends at the magazine based on search traffic, and I noticed that there was tremendous interest in the press releases we have posted on Pillow Pets for the past two months. (I was also thrilled to see we had record traffic in November and December, averaging 20,000 unique visitors a month!)

Do you sell Pillow Pets in your store? If so, how are they doing?