Introduction

        Recap

For the next couple of weeks we are going to be looking at what steps need to be taken for a successful email campaign. We are going to be looking at how we should be formatting the emails for the greatest impact and the general layout of the emails for the campaign.
We will discuss why we need to use a simple text editor rather than a rich text format (rtf) editor. The importance of white space and the length of your lines before wrapping takes place will also be discussed.

Examples of emails as they are likely to appear in the recipients inbox/email browser will be taken into consideration

Why you need to do some preparation  before you get down to the task of actually writing your sales letter will show the impact of a little forethought.

And finally for todays session we will be looking at subject lines and how to construct them for maximum effect.

So having said all that let's get on to the first part of email construction with how to start formatting your email



Today we have looked at what type of text editor we need to use when composing emails to get the formatting correct. We also need to have plenty of 'white space' on our page and to ensure we keep to a reasonable line length to accommodate the older browsers that do not support word wrap.

We then went into the preparation that is needed before we even start to compose the email. After this we discussed subject lines and how they should be constructed for maximum benefit by using the following ideas.

• Make people  curious so they will open your emails.
• I gave you some good and bad examples of that. 

• We then talked about personalization
• Don't personalize the subject line unless it is necessary

• We then discussed keeping the subject line blind by not revealing the content upfront 

• We also talked about the fact that the subject line should be benefit oriented.
• You learnt that you need a strong benefit to motivate the reader into opening the email
  

• Lastly I talked about asking the reader a question in the subject line as long as it was relevant to the subject of the email and as long as it doesn't reveal the answer in the subject line. 

Next week we will be looking at the body of the email, and how to get the reader to take action.