I run across some bad emails in my inbox, but I have to give people an A for effort, so I have avoided using SMB emails as examples of WHAT NOT TO DO. In this case, the example below was so bad it borders on the “I really don’t care” level, so I decided they wouldn’t really care if I used them as an example (I’m not a complete idiot, so I blurred the logo and name throughout).
I just had to show how 10-15 minutes of some simple layout changes and editing make a HUGE difference in your business image.
See below how even with the same content, simple attention to eye-friendly tools can make all the difference in the chance your email will actually be read AND leave a good impression on your subscribers. At the bottom of this image are tips on what went wrong here…
Please, Please use these guidelines in your emails:
(Note how these guidelines were ignored in the example above)
- Get AT LEAST ONE other person to proof for spelling and grammar.
- Headings – A title should look like a title – create space around your title line and use appropriate font/size.
- Image padding and placement – Use image alignment tools to allow text to wrap to the left or right or simply center your image. Add padding to ensure the image allows white space between the image and text for better viewing and reading.
- WHITE SPACE in your body of text is imperative. NEVER have more than 2-3 lines in a paragraph. Remember, most people nowadays are reading their inbox on a mobile device. If they have trouble reading, they’ll exit out in a heartbeat.
- If you use an Image URL instead of a jpg, png, gif, etc., the source for that image might move or be deleted (and you’ll never know when that happens), and as a result, it will also be deleted on your emails since that image lives at that URL. If you prefer using a URL because of storage limitations, use your own web page as a source or a photo storage site like Photobucket to give you complete control.
- AND if you must copy and paste from a Word or other document, it MUST BE FREE OF FORMATTING. Your email service providers usually have a tool button in the Toolbar to paste from Word format free. You can also use your computer tools like Notepad to paste into first, then copy and paste from Notepad. This will remove all formatting to provide a clean paste.
These are just the basics, but look at the difference when applied…
What type of email would you rather your customers receive?
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