The subject line is the first and sometimes only part of the email that the subscriber will see. Make sure that the subject line catches the subscriber’s attention. The subject line is the main deciding factor as to whether or not the email gets opened or deleted.
Once the email gets opened the reader is looking for content. The top of the email has the pre-text header. Make sure you change and customize it; don’t leave a general “If you are having trouble…” Make sure the subscriber knows the purpose of the email. You can send emails with offers, sales information, company news, event information, or anything else related.
Include pictures and text. Most of the time pictures are not automatically downloaded. If there is no text, there is no message. This is why it is important to create an HTML version of the email. Everyone wants to read a nice email that is well laid out and is aesthetically pleasing. However, the most important part is still the content. Even if you only have one summary paragraph of text the subscriber will know the content. The actual text should not just be thrown in at the bottom though, since if nothing shows up chances are they might not scroll all the way down.
Always include an opt-out link at the bottom.
Written By: Stephanie Dunaieff, May 26, 2014