The anatomy of an email
- Clear disclosure that the message is promotional in nature
- Marketer's address—this can be a street address or a PO Box
- An opt out mechanism
- Image issues—the classic disaster is using creative that consists of one big image. Outlook blocks images by default to shield recipients from undesirable graphics, but all marketers suffer from this feature. So if your creative is one big image it will display in outlook as a small red x unless the recipient clicks on the link to unblock images.
- Links rule—another basic pitfall is not employing hyperlinks. Response mechanisms should be “in medium”, that is a hyperlink to a well-designed landing page. You may wish to include other options such as toll-free number, but don't rely on it.
- KISS—keeping it short and simple is the path to success. Brevity is the sole of wit—Short attention spans prevail in email, so be brief and to the point. Multi-page emails are rarely read. Animation, complex designs, and the like tend to trigger spam filters and lead down the road to the oblivion of deletion. Save the pyrotechnics for the landing page.