Whatever the e-mail is: a regular newsletter, newsfeed, great electronic promotion, articles, e-mail series – you can not send anything without a purpose and a goal, without knowing why you are sending it.

Why are you sending this e-mail? How is it going to help the recipient? How is it going to help you? What is its purpose? What do you want the recipient to do? Ask yourself these questions and always have a clear idea about what you want to happen.

You want the recipients to…

  1. …read something. => What?

  2. …click on the link. => Which one?

  3. …order something. => How? Where?

  4. …download a document. => Where?

  5. …call, write. => Where?

  6. …fill out. => What?

  7. …notice a brand. => Which one?

  8. …send a reminder. => How?

If someone throws you 5 potatoes at once, how many will you actually catch? None. It’s the same in marketing. Focus on one thing, have one intention and a main goal. Not just in e-mails.

What people read and what they understand

You made the effort and now your content is ready. Great! Now don’t ruin it. What should the e-mail content look like so that people notice it? Simple, well arranged, expressive. People DON’T READ e-mails. They just scan through. You have a few seconds. Get their attention, or you will be come in second. The purpose needs to be clear from the start. What it’s for, how it will benefit you, what should the recipient do.

Clear, brief, concise. No more than three sentences. E-mail is not a carrier of the content. The main goal is to bring attention to content that’s somewhere else on the web.


E-mail templates carry an important role. They are the time savers and assure that your e-mails will be displayed correctly. Prepare one or more templates that you will use in your company. Just simply edit them or change their content.

It’s always good to have the template professionally optimized. This way you can often avoid the incorrect displaying of e-mails for various e-mail providers of the recipients. This kind of template can then serve you for a good few months or even years, but mainly save your time and costs when preparing individual campaigns.

Activity is essential

The main goal of each e-mail should be a call to action, to promote activity.

What kind of an action can e-mail start up?

  • Clicking on an article which the recipient will then read

  • Clicking on link for more information

  • Clicking on a button to download an e-book

  • Clicking on a button “buy”

  • Connecting to a social network

  • Replying to an e-mail

  • Picking up the phone and calling your number

  • And more

The less appropriate and absolutely undesired action is the sign off of the recipient. Don’t be too sure that your recipients will exactly know what you want from them.

  1. Tell them exactly what to do

  2. Tell them why to do it

  3. Offer benefits and problem solution

  4. Say why should the action be taken right now (offer bonuses or have limited promotions).

Formatting e-mails

The appearance and editing style of an email are unique to each writer, but it’s important to follow a few basic rules if you want your e-mails to be effective. You don’t have too much time to make a good impression. You need to impress right away.

These rules for e-mail formatting have been proven to be effective in practice.

  1. The upper left-hand corner does not go unnoticed

The content displayed in the upper left-hand corner is the most important. It is the same as when using search engines, most people will not use any other website.

  1. Combining pictures with text

The most common type of mistakes people make on a daily basis is when they send pictures; 50% of the browsers will not display the pictures. This means your e-mail won’t be seen and no forwarding agent wants that. Always combine pictures with text. Message must be understood even with no pictures. Pictures create feelings, emotions and an atmosphere and it’s nice to work with them, but thanks to the technical settings from e-mail clients, they are just a bonus.

  1. Use significant headlines

Headlines are the first thing that a person reads. Use big and bright characters, but do not go to extreme; the font and color need to stay pleasant.

  1. Use well visible links and buttons

You want people to click on them and to do what you intended them to. That’s why the links and spots they should click need to be easy to find.

  1. Informal and casual is good

The old fashioned, conservative bulk e-mails don’t work too well anymore. Don’t be afraid to relax, experiment and communicate in a casual way.

  1. Use personalisation, speak out

Use greetings and other personalised figures, if you have them. They increase the interest in reading your e-mail and the recipients will feel better when they see the information referring to previous commination with you. NEVER send an e-mail to more recipients at once in the “Send”, “Copy” or “Blind Copy” lines. If these e-mails are received, you just lost your personalisation. The readers like the feeling that the e-mail was written for them personally. You also just offered your readers a part of your database which you are working on.

  1. Subject is key

An e-mail subject is a deciding factor for getting attention. Don’t use the same subject over again, try to be different, be mysterious and arouse interest.

Optimization of e-mails

Optimization of e-mails and the issue of optimizing HTML e-mails to correctly display content still remains a big topic. Most of the mail clients and free mail services see HTML coding differently and to create an e-mail that is 100% compatible and functional is still a crux.

Generally, it’s the best to get a professionally prepared optimized template. It is easy to work with and adjust its content according to an actual campaign. This will ensure that your e-mails will be displayed correctly.

Testing e-mails

Always test the e-mail. Before sending each campaign, send a test e-mail to yourself, ideally to as many various free mails and mail providers as possible. You can then make sure that your e-mail is well written. You can often detect potential mistake in formatting, display or spelling/grammatical errors.

Two equal actions don´t always produce same results

Forget that something that has worked somewhere will work for you too. Every existing e-mail marketing database is unique. You are unique. Anytime you want to copy from others, try asking if and why it will be functional in your case. There is nothing wrong about getting inspired by others, but try doing it your way. Only then people can believe it.

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