- Professional, clear communication Avoid industry jargon or abbreviations that could confuse the reader.
- Never forget the human component Remember that there is a person at the other end of the communication, and write with that in mind.
- Be consistent with your message, and your objective
- Beware of short attention spanDon’t write a novel, because it won’t be read. People want the value of the email to be immediately evident. They aren’t going to search for it.
- Recognize the importance of detailsThe smallest typo or mistake could make your email appear unprofessional, and turn the consumer off.
- Label your images Provide alt text in case the images don’t load correctly.
- Use measurable links for text and images
- Break up content with bullet points or subheadingsThis is especially important in lengthy emails.
- Carefully consider the subject lineIt’s the first thing the reader sees, and will ultimately determine whether or not the email is opened.
- Always include contact information
- Provide the option to share Make sure the email can be forwarded to a friend easily, or provide social media share buttons.
- Never forget the intended audience Speak in a tone that will be well received by your intended audience.
- Use good quality photos
- Allow for replies, and be sure to respond
- Provide an archive on the website Archive newsletters and important email messages on your website, so customers can find the information even after they have deleted the email.
- Be honest in the byline Include your company name in the “from” line.
- Proofread everything, twiceAsk someone else from your team to proofread it as well. Typos can be costly.
- Use proper sentence structure
- Ensure that font type and color theme can be read on all screens
- Double check links Broken or bad links can cause suspicion and frustration. They can also cost you a strong lead.
- Provide value Always give them a reason to open the email, and it click through to your website.
