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!