Keep it short and sweet. Do not overwhelm the viewer with content. Provide material that the reader can quickly scan in an easy-to-read format (like bullets).
Entice the readers to click through to your Web site for more information.
The subject line should be short and action oriented.
Do not overload the eNewsletter with images and multiple fonts—keep the look clean so that it displays in most viewers’ email providers and Web browsers.
Avoid using Flash at all costs, as this doesn’t always display for everyone.
Make the eNewsletter easy to navigate by providing a Table of Contents.
Ensure that the subject matter is something that is of worth to the recipient; don’t just send a newsletter to get across your goal.
Be a friendly sender. Do not buy lists of email addresses, as this is a fast way to end up being marked as a spammer-resulting in you being blocked by major email providers and tarnishing your reputation. Instead, build up your own base of contacts by asking clients if they would be interested in receiving pertinent information.
Allow recipients to change their preferences and unsubscribe from your eNewsletters.
Provide a “Forward to a Friend” feature to keep your list growing and improve the visibility of your eNewsletter.
