Simpler Emails Better

By Allen Jezouit, VP Business Development

I’ve stumbled across several articles recently by industry experts all circling around the same topic … simpler emails are better.

While it is tempting to design amazing emails loaded with graphics and all kinds of bells and whistles, abundant evidence appears to suggest that your efforts would be best utilized elsewhere.

1. First and foremost, emails need to make it to the inbox. Deliver-ability is your number one concern. Large graphics files or attachments can stop your beautiful creation short of the inbox.
2. Next, you want your emails to be opened. Writing a catchy subject line is important – but there is a balance. Too catchy, and even your loyal customers/readers will think you are spamming them. Consumers are becoming sensitive to subject lines loaded with “FREE” or “LIMITED TIME OFFER” or similar phrases.
3. How does the email look without images? It should still get the message across.
4. Do you have a call to action with a link or links? If not, why send the email?
5. Don’t forget the opt-out/unsubscribe links!