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Resplendence, a blog from Radiant Resolution about graphic design

Best E-mail Marketing Practices

Just as there is a need for the majority of businesses to have a social media presence, there is also a need for an e-mail subscription list. E-marketing is a great, affordable way to reach out to your customers with news, offers, and important updates.

It's also very easy for your e-marketing to hurt your business. Be sure to follow these important best practices when sending e-mails, not only to avoid bounces and unsubscribing, but to increase your sales and create new client relationships. And when you're ready for help designing and distributing your beautiful new e-mails, be sure to reach out to Radiant Resolution!

Choose a different subject each time.

If you are writing monthly newsletters, don't just title your e-mail "My Business's Monthly Newsletter for August." There's nothing intriguing about this particular month's newsletter. Is it the same content each month? No? Then highlight your best story's headline.

Peak curiosity with your subject.

For newsletters and updates, highlight something important from the e-mail in your subject line. Or, ask a question that your customer wants to answer. If you're having a flash sale, announce a reason, like "Back to School FLASH Sale!" Then, create a sense of urgency by adding "ending soon!"

...While keeping your subject line small.

Don't forget, a large percentage of your clients read their e-mails on their phone. Keep subject lines mobile-friendly by staying under 50 characters. If you can't engage your customers from the first few words, you've lost their immediate interest.

Be casual, yet professional.

Your customers want to communicate with someone that understands them, so subject lines that sound like another person talking to them is a way to open the lines of communication. Subject lines like, "Are you ready for summer yet?" ask an open ended question that sounds like something a friend would ask, rather than "SUMMER SALE HAPPENING NOW," which is more corporate and robotic.

Start a conversation.

The purpose of your e-mail is to engage your customers. The more engaged a customer is, the more likely they are to return or spread the word. Create a subject line that strikes up an internal conversation. A question like above works, or even an odd statement that strikes their curiosity enough to open the e-mail.


If everything is big, then nothing is big. All caps e-mails will actually be naturally overlooked by your customer. Plus, it may be picked up by spam filters. You can accentuate single words in caps, such as NEW or NOW, but keep them to a minimum.

Avoid the spam filter words.

Using words associated with spam is a sure way to drop your message into the spam folder. Try to avoid free, help, sale, donate, and #% off.

Easy to load.

Photos are great for e-mails, but be sure they are optimized. A smaller file-size means shorter loading time. Just be sure that photos are an add-on to your e-mail. Your e-mail should be able to stand alone so those who view in plain text can still get the message!

Be shareable.

Make sure your e-mail is web and mobile-friendly, and include quick links at the bottom so readers can share on social media, attracting new subscribers.

Follow these best practices and you'll be on your way to creating a successful e-marketing program of your own!


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About Brittany Klein

Brittany Klein is a freelance graphic designer from Maryland. She established her company, Radiant Resolution, in 2008 after receiving her Master of Arts degree in graphic design from Savannah College of Art & Design. She has since written blogs, e-books, and articles centered around graphic design and fine art for many organizations across the country.

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