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These six points provide a guide for maximising your content's effectiveness:

1. Research has shown that 65% of the readers see only 35% or less of the content they are reading.
2. When designing page layouts consider how the eye moves across the screen:
3. In general, it travels from the top left, across to the top right, down to the bottom left and finally back across to the centre to the right.
4. It helps to think of the eye moving the way an ‘F’is written.
5. Maximise key ‘hotspot’areas within the E-Newsletter layout. This will increase its effectiveness. Hotspots are the areas that readers are most likely to look at, these include the area above-the-fold.
6. Check content against all major spam filters and black lists prior to sending the email.

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