Checklist for Creating an Effective Marketing E-mail

by Chris Brown on Friday, December 2, 2011

I was reviewing a new email software platform called pbSmartConnections from Pitney Bowes today.   This competes with iContact and StrongMail.   

You want your email to get read and to get results!  

I did a review of 9 different email programs in 2007, but because I use Constant Contact and Mail Chimp, I wanted to compare it to those two as well.

I’ll post the comparison in a few days, but wanted to share something I really liked on their site: a check list for creative to create an effective marketing email.  This is a good idea no matter what email program you use. 

Basic rules of thumb to follow:

  • Use less than 5 Trigger Words (Sale, Clearance, Discount, Buy Now, Apply Now, Earn Money, etc.)
  • No spelling errors
  • Avoid using capital letters
  • Your text version should match your HTML version
  • Avoid using a red font (or any red-based hue)
  • Avoid using a large font size (anything over 12pt)
  • Use the same size font throughout the entire Creative
  • Use the same font face throughout your entire email Creative
  • If you choose to bold some type, do so very minimally, if at all
  • Avoid using the % and $ sign within your copy
  • Avoid highlight copy
  • Copy to Image Ratio 1:1
  • Make certain your subject line is clean of spam word(s), concise and directly relates to the intent of the message
  • Keep subject lines under or close to 50 characters in length (including spaces)
    Example using 36 characters:  Stylish Summer Trends - June 1, 2009

I found myself wondering “why not” on a couple of these, so I am probably the one that a checklist like this is directed to!

3 Email Marketing Questions for You

1) Which service do you use?
2) Do you use a check list for your email marketing?
3) What is missing from this list?

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