Email marketing can be an effective part of your relationship with your clients and potential clients. But what makes a good email work better than others? We live in an age of constant motion; long emails are a thing of the past. Here are some key things to remember when drafting your next email campaign.

First things first. My early journalism training serves me well when writing emails. The Inverted Pyramid model taught us to always put the most important facts first in a news story. Use the subject line and the pre-header very carefully and use meaningful and compelling information that will encourage the reader to open the email. Once the email is open, remember to keep the critical bits “above the fold” (another old journalism term)  which means one screen’s worth of information before scrolling or clicking is required.

Keep it Simple. Make your point without dragging it out. If you must share more information, link to the full source i.e. webpage, blog, or full event description. Sometimes, this is called a Digest format where only the headline and first sentences appear with a link to read the whole story on another web page. This layout allows the reader to view more content above the fold.

Don’t make it harder than it has to be. Regular communication can be positive as long as it is relevant and helpful. Contrary to popular belief, it doesn’t have to be perfect or beautiful. Choose the method that works best for you and your brand. One of my favorite emails is from author, Daniel Pink, he never bothers with photos, fancy formatting, or regular scheduling. He simply sends out good information in a plain text email whenever he has something to share. I, for one, never miss it. Also, remember mistakes will happen. The best and most prolific email marketers in the world have sent e-blasts with typos and blatant mistakes every now and then. Simply send a polite correction and move on.

Make it mobile friendly. Up to 70% of your email messages may be viewed on a mobile device. Make them easy to read and use high-resolution images for retina displays. MailChimp is our favorite email service because it allows the sender to view a mobile preview and there are separate font settings for mobile display.

Pass it on. Not all of your clients and/or potential clients may subscribe to your email campaigns, so be sure to share your content on your website and social media. MailChimp offers social media integration with links and automatic postings when an email is sent. This service is free for up to 2,000 subscribers and it’s super easy to work with. Their paid version is even more powerful with additional features.

Feel free to add me to your email list! I love to see what others are doing.