A few weeks ago I wrote about using effective subject lines, taking a page from the newspaper editors’ playbook. Today I’m borrowing another page. Don’t bury the lead in your emails. There may be reasons to build suspense in a novel or even in some types of presentations, but emails, not so much.
Put the lead front and center. People don’t read whole emails. They read the top (if you are lucky) and then skim the rest. Sometimes people will read the very end to get to the punchline but if you wait to give the important information at the bottom, it will often be lost.
