Essential Rules for Email Marketing
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Some Essential Rules for Email Marketing

A successful Email Marketing Campaign comprises a great deal more than just sending a quick note off to the people on your list and waiting for them to buy everything you have. A good email sales letter must be crafted as carefully as you would want an article on your website, more so possibly since this is your most prominent way of communicating with your potential customers.

Even if you have been doing Email Marketing for some time, it is good to start with the basics just to make sure you haven't missed a step that could trip up your success. While very simple, the basics are the foundation you build upon. You should always strive to keep your email communications respectful. Talking down to your reader is a quick way to get your efforts deleted. We shall start of with some basic email etiquette to help keep your letter professional.

RULE 1: Visual Representation

Reading copy on a computer screen can cause eyestrain and headaches after a while. Keeping your letter in a narrower column will give it better visual appeal and make it much easier to read. One should always make their email messages no longer than 65 characters across. Even if you have to enter in a "hard return" to ensure this, make it a habit to live by.

This gives your message a two-fold advantage from the start. Not only will it help prevent eye fatigue in the reader, many email clients will AUTOMATICALLY enforce a line wrap at 60-65 characters anyway. If yours goes over then you risk the lines being broken at inconvenient places or staggered and fragmented in such a way as to be visually unpleasant and difficult to read. It also decreases the professional look.

Here are a couple of ways to do this. If you use Outlook Express to compose your message, you can set your composer to the proper line length and your message will wrap properly without any further work on your part. If you work in Notepad, make a template of 65 asterisks, dashes or other symbol. You can then copy/paste it into your rough draft to see if any lines extend beyond the limit so you can rearrange them to fit.

RULE 2: Avoid Lots of "ALL CAPS" Type

Writing in all capitol letters is considered in Internet etiquette to be the equivalent of shouting. A screaming salesman is more likely to drive off customers and this applies just as much to the written word. This does not mean you should never use the all-caps function. A fully capitalized word, phrase, and even entire sentence can be used for emphasis on a particular point you wish to make sure is not missed. Headers seem to work good in all-caps to help break up a solid block of type and adds some eye-relieving white space around the text.

A consumer is much more likely to buy from a trusted professional salesperson. Using all-caps all the time tends to leave the impression of unprofessional, uneducated, often "shady snake oil salesmen" feelings in the mind of a reader. Too many caps will destroy a lot of credibility for your message even if it is all a subconscious process in your reader.

RULE 3: Double-Check Your Spelling & Grammar

A good reputation is essential for a successful business. In email marketing your letters are generally the first introduction a potential customer has with your operation. Using correct spelling and grammar will give you that professional look of a competent businessman and increase the chances they will do business with you. It is a guarantee that a sales message full of spelling mistakes or poor sentence construction WILL be noticed, complete with all the negative connotations of amateurism.

There are too many spell checking and grammar checking programs available to ever have the excuse of not taking that extra few minutes to make sure your copy is correct. In this way you can project the image of integrity and credibility which is the life-blood of any business and especially an online business where you are competing against a whole world full of people who would love to see you fail. You do not want a few incorrectly spelled words in an email drive viewers to some other website.


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