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By Louis Chatoff


Keeping the subject line short and to the point will also help list members who are viewing your messages on mobile devices that sometime truncate subject lines. A great way to know if your new subject is effective is to give it a test with a small segment of your list.

Message content rules are equally important. People are not going to read email content that looks like it was copied and pasted from a magazine article. Email content needs to be clear, pleasing to the eye, and geared towards getting the recipient to click over to a webpage. Keeping the content simple and quick to scan is key. Trying to cram too much information into an email message will leave the recipient with little choice but to abandon the message with a quick click of the ‘next’ or ‘delete’ button, or even worse – the dreaded spam button. When sending newsletters, try not including the entire article, but only snippets that highlight the importance of the article with a link to the entire piece on a website.

Simple is what helps keep an audience engaged. It creates maximum effectiveness for the email marketer with minimal effort from the recipient. People are just too busy, and inboxes are too crowded to require too much time. Keeping the process simple will yield the best results.

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