This was an email I received from Inc.com—basically a standard newsletter they sound out every few days. Do you see the problem?

See that giant grey section at the top of the email? Yeah, that’s the problem.

With marketing emails you’ve got barely any time at all to keep someone’s attention after they open it (assuming you got them to open it in the first place).

With all that grey, I’m forced to scroll to see any of the relevant content. And for many readers that’s too late. Better to ditch the header altogether (and even decrease the size of the honkin’ logo).

Get straight to the point.

Some leader images, headlines, and content. That’s what email is all about.

Keep it simple, stupid.

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