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By Louis Chatoff


The following should be included in body of the message:

  • Let recipients know why they are receiving the message.
  • Ask the recipients to add your ‘from address’ to their address book or contact list.
  • Let the recipients know where the unsubscribe link is so they are not temped to hit the SPAM or JUNK button.
  • Keep the "call to action" and a link to your website at or near the top of the message so recipients do not need to scroll down to take action.
  • Highlight the option to forward the message to friends, family or colleagues. Also include a link to the list’s subscribe form for people who have received a forwarded copy of the message, and would now like to join.


Avoid the following words and phrases:

  • Excessive use of the word "free" or "savings", or strings of dollar signs
  • Offering a money back guarantee or emphatically guaranteeing something
  • Asking the recipient to take immediate action or to buy now because of a "limited time" or "special offer"
  • Having to explain who you are and what you do
  • Information on beating mortgages, consolidating debt, eliminating bad credit, or reducing bills
  • Membership in something, winning stuff, free trial offer


Before hitting the send button:

  • Test messages by sending to domains that represent a large percentage of your list. If your list has 20 percent Yahoo addresses and 15 percent hotmail addresses, open a couple of free email accounts with these providers and create a seed list to test your content for delivery and appearance.
  • Check that all URLs/links in the content work properly.
  • Start sending in small batches. This will help with overall delivery and allow for adjustments if there are delivery problems. Once you have a solid reputation established, you can increase batch sizes.


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