Avoid the Delete Key

Have you received e-mails where there’s just too much going on? Some examples:

* postage stamp-size multiple product images;

* excessively long paragraphs;

* assorted fonts and colors;

* too many columns;

* numerous call-out boxes; and

* assorted headlines littering the screen.

To ensure that your e-mail design is crisp and clean, use digestible copy blocks with short paragraphs. Use bullets and headers to make your e-mails easy to scan. A two- or three-column design can work well for e-mails that feature several products. Additionally, have one main column that’s larger and the central focus, and use the other columns to present your navigation and other items.
Two-way Communication
Count the number of times you use “we,” “our,” “us” and your company name in your copy. E-mail is about two-way communication. You’ll create a barrier between yourself and the reader if your copy feels too one-sided.