First things first: Happy New Year! May 2013 be peaceful, healthy, and prosperous for us all.

Now, onto my post—for which I give full credit to Manta (, a site that targets small business owners with practical advice and help.

When you’re creating a marketing email, you want to make it easy to read. It’s a temptation to cram everything you can into your message, but as the Manta piece points out, it’s “far easier to delete a cluttered email than to struggle through navigating it.”

One important technique for getting a reader to reach your call to action (CTA) is the F-pattern. Start with your most critical content from left to right, then top to bottom. The left-to-right eye movement is, of course, for Indo-European language readers. If you’re marketing to people who read from right to left, reverse the pattern.

Fonts, colors, and graphics all play an important role in creating readable emails, of course, but the F-pattern is the structure on which everything hangs. This makes sense to me. Have you found it to be true?

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