Here are a few things to consider as you build or refresh your email marketing strategy.
Use text rather than relying solely on image files. This is a big one. Type all body text in your message rather than putting it in an image file like a JPG. Remember that not everyone who receives your message will be able to see images. This is especially true if you are emailing those with a corporate email address. Some larger companies block images in emails because they can take up a lot of space on the company server. If you include text in your message and supplement with graphics and images - those folks will be able to get the gist of your message without the images. Additionally, don't forget that 30% to 50% of your readers will be looking at your messaging on a mobile device. Large images that are readable on a desktop computer may be impossibly small on a cellphone.
Communicate honestly. You don't need to use crafty or deceptive language to get the attention of your subscribers. Be honest and real.
Test your links before you send your final distribution. Once you've completed your message layout, send yourself a test message. Check all your links to make sure they work properly. Mistakes will happen, but establishing the habit of doing this link check before you send your final distribution will help you catch them before your readers do.
Include your contact information. The footer of your email should include all relevant contact information for your business - business name, address/location, email address, phone number, web address. Think of it as a simplified version of your website footer. Make it easy for readers to reach you.
Include an opt-out link in the footer. This is required any time you send a marketing email to your subscribers.
Link back to your website. Any time you have content that's longer than a paragraph or two, take the opportunity to link your readers to your website. Publish news and features on the web, include a teaser paragraph from the story in your next email newsletter and ask your readers to "READ MORE" by visiting your site. They might just make a donation or purchase your latest product while they're there.