Your online email marketing campaigns can flounder over something as simple
as formatting.
Is your email easy on the eyes, easy to read?
Use these 7 key points to ensure your emails have a high readability rating:
1. Format the text lines between 55 and 65 characters. Anything more makes it
harder to read and can give the message a ragged look if the recipient's email
program is configured differently.
2. Use only short paragraphs with plenty of space in between. Hit the Enter key
twice between paragraphs so your email is easy to read and absorb.
3. If listing an email address or a URL, put it at the beginning of a new line.
It is much easier for the recipient to see and use. (Example: See the style of
the Resource Box below)
4. Use the Reply button to answer email. The previous message is then included
so the recipient has the background immediately available. The > symbol appears
on each line of the previous message. Insert your comments or answers under the
relevant block of text.
5. Use CAPITALS only for effect, to emphasize key words or phrases. Do not write
blocks of text in capitals.
6. Use exclamation marks judiciously. Emphasizing statements with !!!!!!
cheapens and lessens rather than adding serious emphasis.
7. Avoid the use of fancy fonts and colors unless you know definitely the
recipients are using HTML enabled email software. Although HTML formatted email
is now quite common, a huge base of users still use plain text.
