Once an email is opened, the design and layout become essential in retaining the reader's attention. Consumers prefer visually appealing emails with a clear and concise message. Content should be scannable, with headings, bullet points, and images to break up the text. Additionally, the use of call-to-action (CTA) buttons is crucial. These buttons should be easily identifiable and encourage the reader to take the desired action, whether it's visiting a website, making a purchase, or signing up for a newsletter.