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Use Good Design & Format
Weak designs and improper format frustrates users. They can’t navigate your email easily or find the information they want. So, they opt out. Or, they delete you every time. Or, they hit the “Report Spam” button and hope that makes you go away. That’s why you test sample messages, to make sure they perform across many email programs and Web services.
Differentiate or Delete
Your email has to stand out in a crowded inbox. Put your company name in the “from” line for fast recognition. Add a “grabber” subject line. Design the top of your email to be preview pane and "disabled images" friendly. Use teaser text and HTML colors and layout rather than an image so readers can get an immediate "preview" of your email even if images are disabled. Finally, put the important content – the offer, the call to action, newsletter contents – up at the top for immediate viewing. You have just a couple of seconds to make your case, so don’t waste them.
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