Something a lot of people forget when designing newsletters or email marketing campaigns is that after the subject, the first line of text is the most important. That’s because, email clients like GMail and iOS Mail will display the first line of text right under the subject.
So you don’t want your email to read: “News Update from XYZ Widgets – [ Unsubscribe | Web Version ]” when it could read “News Update from XYZ Widgets – the new widget everyone is talking about”.
Simple solution: update your HTML template, and put a small 1-sentence summary of the topic at the top.
Here’s the before & after for Geospike:
I think it’s well worth doing.