Email Marketing, Cont’d – Keep it Simple

Try to design an email message that looks good in a standard Microsoft Outlook or Eudora preview pane. At a minimum, someone viewing your message in a small window should see your logo, and the basic message.

Stay away from fancy technologies in your email – restrict it to HTML and images, or plain text. Macromedia Flash and various other streaming technologies seem like a great email gadget, but they’re a disaster – they lead to bloated messages and a whole array of compatibility issues. Don’t drive your audience crazy – keep the streaming stuff on your web site, and out of the email.

Avoid the One Image Gag

Even an HTML email must include some text. Don’t send an email that’s just one big image. Most spam filters now check for emails that contain images and no text, and automatically assign them to the junk heap.

Be Honest

Your email subject line should clearly describe the content of the message. And the email’s ‘reply to’ address should be an address that goes to a human being.

Finally, make sure there is a clear ‘unsubscribe’ link in your message.

Several states now have strict anti-spam regulations, and most define ‘spam’ as having a deceptive subject line, hiding the unsubscribe information, and/or including deceptive reply to or other email addresses. If you send out messages that fit this definition, you can be fined a dollar amount per message sent. Save yourself a lot of money, and a lot of bad publicity: Be honest.

Follow Your Instincts

Lastly, follow your gut. Would the email you’re about to send annoy you? If so, reconsider.

If you don’t follow these rules, you may fit the legal spam definition in states like Washington, and face lawsuits. Save yourself money and a lot of bad publicity: Be honest.

Use Stuff You Know

Above all, keep your campaign organic. Grow it using stuff you know: An opt-in only list, clear, concise content and an honest strategy.

About the Author

Ian Lurie is an Internet marketer in Seattle, WA. He started his web design and marketing firm, Portent Interactive, in 1995. Portent offers complete Internet marketing support, including search engine optimization, email marketing, and web design and development. Recent projects include SEO and production for www.princesslodges.com,
email marketing, SEO, strategy and design for www.dessy.com. Ian has a law degree from UCLA and has successfully avoided practicing law for almost ten years.

Feel free to reprint this article on your own web site, as long as you include the resource information above. Questions? Contact Portent.

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