Email Marketing - Hints & tips
The no frills checklist for email marketing success

1. Simplicity is key

- Make the message clear
- Don’t fill space just for the sake of it
- Keep copy short
- Limit email size – max 60K
- Avoid animations & limit Flash
- Stick to standard colour palette

2. Attention grabbing subject lines

80% of people don’t get past the subject line

- Make it relevant
- Concise and to the point – max 50 characters, including spaces
- Intrigue don’t deceive
- Key info first
- Personalise
- Support the “from” line

3. Stand out from the crowd

- 3 second rule – 3 seconds to make an impression
- Use the auto preview panel
- Message first, content second
- Relevant content should be at the beginning

4. Use good design and format

- Design emails for the inbox
- Weak designs and improper format frustrates users
- Ensure easy navigation
- “Disabled images” friendly email messages

5. Make it easy

- Make call to action clear
- Define your email value proposition
- Easy unsubscribe (it’s the law)
- Avoid ‘click here’ links if possible

6. Establish & build trust

- Send only what you say you will, when and how often you promised at registration
- Respect privacy
- Do not have consent boxes already ticked

7. Delivery

- Timing – when is it best to send emails? Test different times
- Frequency – Don’t bombard people with messages as this can be seen as SPAM
- Set and meet expectations

8. Avoid at all costs

- Blunt commercial offers
- Promotional words, especially in the subject line
- Exclamation marks!
- Weekends, Monday mornings and Friday afternoons

To further discuss email marketing and/or CRM contact e1 on (01962) 718270 or email info@e1business.com