Essential Rules for Email Marketing
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Email Aesthetics
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Ways to Collect Email Addresses

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Cover pix of Relationship Marketing with E-Mail byPaul L. Richardson

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Looking Good - Email Aesthetics

A tried and true fact is that you only get one chance to make a first impression. Even before a person will read your email sales letter, they will see its basic look and form a quick, subconscious impression of you from that. If your email is garish or broken into pieces they will instantly and automatically begin to form the opinion that you are not professional and will be less likely to even look at the product you are offering, much less buy it. Make your email LOOK easy and friendly and it will give a more welcoming visual image.

Basic Do's And Dont's For Good Looking Emails

DON'T use colored text in your email message. You may think this would make it pretty but colors have different connotations for people and some will be flat turned-off without ever reading a word of your message.

DO use black text on a white background. This is a standard professional way to write letters and varying from this simple format will scream "Advertisement" to your readers.

DON'T use strange and unusual fonts to compose your email message. Unless that particular font is already installed on a user's machine you run the risk of their browser choosing either a default font or putting up a block of gibberish or placeholder icons for unrecognized characters.

DO use the favorite, default fonts that should be on every machine. Courier News, Times New Roman, and Arial are the favorite fonts of most professional email marketers. With them being installed as Windows Fonts anyway, your reader's browser will display the same text, looking the same way you wrote it and intended for it to be seen.

DON'T EVER put flashing animated GIF banners or buttons in an email message. Not only is this distracting, (and you DON'T want them distracted from your message) but again, it hints at amateur or unprofessional business practices. There are too many of these flashing nightmares all over the web as it is and your reader will not appreciate them invading their inbox. Many email clients will automatically refuse to load them anyway and you may end up with glaring white spaces where important information needs to be displayed.

Using Hyperlinks In Your Message

It is very convenient for your reader to go see what you are talking about if you have included a hyperlink to the appropriate web page in the email marketing letter. The only major problem with this is that, due to many scammers and phishers using them to deceive you into going to a dangerous site, many email clients, especially AOL, will no longer deliver an email with an active hyperlink in the body copy.

For an email response, you may type the instruction mailto: in front of your email address. Do not put a space between mailto: and the address. For active hyperlinks you can put it in full HTML tags.
Be sure to note below it that if it is not blue (indicates active link) then remind them it is okay to copy/paste the link into their browser address bar.

Always Include a Signature Tag

The signature tag is that little several lines message that falls at the end of an email message. It is a potential advertising block that should not be overlooked. In this you can include your "slogan", extra message, or point out once more your web site address or the address of a particular, relevant product link. The possibilities are near endless and can be added automatically to ALL the email messages you send and can be changed quickly as needed.

If you compose your email marketing message in Outlook Express, you will find in the TOOLS/OPTIONS menu tab a link to the SIGNATURE dialogue. The instructions are simple and can have your signature message set up in moments. If you use an autoresponder, there will be a place there to set up and insert a signature link in outgoing email messages.


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