By Diane Thomas
The object of creating email marketing messages is to make profits. If you’re having
trouble getting profitable results, improper formatting could be the problem.
To keep you and your messages looking professional, here are a few things you should know:
1. KISS: Keep It Simple Silly
Your best option is to use text emails. There are far fewer things that can go wrong using
text as opposed to HTML - so why not just skip the potential hits to your campaign
effectiveness and use plain text emails?
If you’re set on using HTML, remember that the most effective email marketing messages
use graphics sparingly. Believe it or not a well-written marketing message will beat out
slick graphics anytime.
Don’t put too much in your design layout or you will distract from your message. A clean
white background works best and keeps your message clear. You want an attractive and
professional format, but one that keeps your hard won readers interested in your message.
2. Word Wrap
When you compose your message in a word processor or text editor, the program you’re using
may not match that of your recipient. When that happens long lines may get cut abruptly
and placed unstrategically in your recipients message.
To avoid this, place a hard return at the end of each line at a length of 60-65 characters.
This will maintain the professional look of your email message and keep your message on
target to your prospective customer.
3. Font Type
Beware! The font you use to create your email can have a devastating affect on your message.
Here’s the problem. Fonts come in two variables: Proportional, such as Times New Roman, and
fixed-pitch, like Courier. With fixed fonts every character is the same width, while with
proportional fonts character widths can vary.
If you are using a proportional font and your reader is using a fixed font, the results can
be very chaotic. For instance, even if you’ve set your lines at 60, they may still be longer
than acceptable on the recipients end.
Another issue can arise if you’ve created a table. When viewed in your readers email the cell
widths may be incorrect and your table will be jumbled.
There is no iron-clad solution to this problem. Generally, you’re safest if you use a fixed
font. Remember to keep things simple and check your email marketing message for any problems
in both types of fonts before sending it out.
4. Text Editors
Creating your messages in a text editor (like Notepad) will keep you from having many of the
problems that are created by word processors’ automatic formatting.
Word processors contain numerous hidden formatting codes which can show up if you cut and paste
from a word processor to your email program. Your recipients might see odd numbers at the end
of the lines, or the html tags may be visible, making the message difficult to read and
certainly unprofessional in appearance.
5. Subject Line
The subject line is the most important part of your email. This is the key to whether your email
is opened or not. If your subject is wanting, your message won’t get read.
Obviously, the subject line should tell the recipient what’s inside - here are a few suggestions
that may help: Make an announcement or give news; make the reader curious; or emphasize a benefit.
Out of these three techniques, you will be most successful if your subject line states a clear
benefit, like saving time or money, making their life easier etc. - and they’ll only find out
by reading your email.
Now that you're armed with the information you need on formatting profitable email marketing
messages, you’ll need to learn how to build your list of targeted, eager to buy customers.
Click on the link for
Opt-In List Building information.
©2010
About the Author
Diane Thomas has been successfully helping people write, publish, market and earn
their way online for the past 9 years. Visit her at
eBook Crossroads.com.
You may reprint or distribute this article as long as you leave the content,
the links and the resource box intact.
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