Layout and Design

1. Use images and text sparingly. An email is not a flyer. Avoid placing a big image that dominates your message. Instead try a balanced mix of images and text.

2. Choose an element and stick with it. Too much of a good thing is a bad thing. Use color to improve scan-ability, draw attention, and create emphasis on certain sections of your email.

3. Brand your email. Make sure the copy, colors, and images fit in with your "brand". Put your logo in the upper-left hand corner. That's the first place your subscribers look.

4. Some layouts are better than others. We've created layouts with different email types in mind. Know your audience and take their unique needs and preferences into account when writing copy and choosing your layout.

Subject Lines

1. Focus on writing a great subject line. Make sure the subject line is straightforward and indicative of what is in the message.

2. Keep your subject lines short. Simple and to the point is always best. Anything more than 5-8 words is too long. That being said, don’t go so short though that you sacrifice meaning.

3. Avoid the spam traps. Do not use RE:, FW:, All Caps, Hello, Exclamation Points, or Special Offer in the subject line.

4. Be straightforward. Make the subject line is straightforward and indicative of what is in the message. You certainly don't want to mislead the reader with what is contained in the message.

5. Never use the word Free. Most likely the message will end up in the junk email folder and then it will never get read.

6. Use what works. Look at subject lines you have used in the past and see which ones have the highest open rates.

Copywriting

1. Keep the length of your message concise. Limit copy to only what is necessary to make your point.

2. Cut the jargon. Have an original, genuine message. Say what you mean. Use plain English. Write like people talk. Don't be afraid of contractions or a conversational tone when appropriate.

3. Shift the focus. Move from "we" and "our" to "you" and "your". Make it clear what's in it for the reader.

4. Learn to read. Step back, read it out loud, and rewrite as needed. Show it around, but don't ask "Do you like it?" Ask, "Does this communicate...?"

5. Infuse your brand. Your brand or business name triggers recognition, and studies have shown a direct correlations between higher open rates and branded subject lines.

Theme Selection

1. Pick a theme and stick with it! Just like you shouldn't change your website design every week, you should not change your email theme. Stay consistent with your email designs and it will help you build your branding.

2. Choose a layout that matches the content of your message. Each of our preselected themes has advantages and disadvantages. Look through the choices to pick the best option for what you want to say.

Last Minute Items to Check

1. Send yourself a test message before sending to your entire list.

2. Check for "spammy content" which may cause spam filters to block your email.

3. Proofread your message for any typos, misspellings or grammatical errors. Emails with excessive errors make your communications appear less legitimate.

4. Make sure to preview the text version of your email. It’s beneficial for you to know what your contacts will see if they aren’t viewing the HTML version.