Marketing Through Email - Part II

BASICS OF COMPOSITION

Last week we reviewed how important subject headers are in getting your email read. An effective header can at least get its recipient to open it up to view it. Next step, get them to read on! Here are some fundamental do’s and don’ts:

* When marketing through email, don’t send attachments - attachments take up more bandwidth and cannot necessarily be opened and read by all recipients. Always say what you want to say in the body of your email message.

* Address text only and HTML audiences - while most email readers now convert full urls into hyperlinks, distinguish between different typefaces and colors, and can incorporate graphics, not all do, so don’t assume anything.

* Always type out the full url (http://….) you are referring to; otherwise, a hyperlink will not be automatically created if the email reader is capable of the conversion.

* When promoting your web site, feature your full url hyperlink several times in prominent places throughout the message.

* Keep your copy short and to the point

* Try not to use all the space up (as with this bulleted list). Let the copy “breathe” a little. It’s more apt to get read.

* Don’t shout (TYPING IN ALL CAPITAL LETTERS LIKE THIS) or use excessive punctuation (!!!!!isn’t that annoying?!!!!!)

Next week: writing killer email content

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