Five Tips to Better E-mail Campaigns

Marketers tend to make the mistake of using small type and cramming in more words. Holland recommends using large type "because if it's super-readable they'll be able to read more in that 15 to 20 seconds, and of course the more they read, the more persuasive your message is," she says.

Try to use a typeface no smaller than 10 points, preferably 12 points. Holland also advises carving down the words in your e-mail to capitalize on readers' short attention spans.