Everyone at some point in their Internet experience has
received an email ad that was simply to difficult to read
or it's text was so badly broken up that it was impossible
Most of the time when I receive an email of this kind (and
it's far to often) I do what everyone else does, I simply
hit the delete and move on to the next email.
What if your email was the one I deleted? How sure are you
of your email format? Do you follow all "Email Etiquette?"
Do you even know if "Email Etiquette" exists?
I know that when I first started advertising on the web my
answer to the question's above was, no? I wasn't even sure
if my ad's were even getting out, let alone if they were
"Email Etiquette" approved..."
Every email server basically follows the same set of rules;
however, each one applies these rules with it's own twist thus
making their format different from the other guy. As a result
we have many variations to the way our email looks.
So the question you need to ask yourself is this...
With so many different servers, with so many variations of
the rules, can anyone, or any thing you use, format all
emails across all formats with any type of consistency so
that your ad campaign will go out with a professional look?
The answer is, basically "YES!" I said basically because
there are a few email servers on the web that have their
server set up so that if you do not send and receive your
mail using their system, there is no way of knowing how
your email will look once it gets to it recipient.
But for the most part, if you apply the seven tips I've
outlined for you below, 95% of your emails will look the way
you intended them to when they are viewed by your recipient.
As for the other 5%, do your best and that's all you can do.
(Tip No.1) Send You Ad Text Formatted Instead of HTML
There are three reasons you need to send your ad "Text
Formatted" as opposed to HTML.
1) There are many email users that do not receive HTML
Many people do not receive HTML documents because either
their email account will not display an HTML document, or
they have simply turned off that aspect of their email
account because they do not wish to view HTML documents
in their email.
For whatever reason, that group of people makes up a fairly
large group of email users. If you're sending your ad by way
of HTML they will not see your email, and you'll lose a lot
of potential customer.
2) When someone is reading through their emails, they want
to click, read, and move on. They get annoyed when they
have to sit and wait for an HTML document to load. Once
they get annoyed, for the most part you've lost that
customer for life!
3) Often times when someone sees an HTML ad opening in
their email browser they simply click and delete before it
finishes downloading, I know, I've done it myself a few
(Tip No.2) Always Run Spell Check On Your Emails
Many times I have received emails with both typo's and
misspelled words in them. Now I'm not the best speller
in the world, in fact when I graduated one of my instructors
got up and said, "Jerry I have only two words for you...
Even if you are the world's best speller, always, always,
and did I mention ALWAYS run "Spell Checker" on your
document. Catch those little embarrassing moments before
they go out in print. Life will be much easier for you and
everyone else as well.
(Tip No.3) Format Your Documents
A good average character count for one line of email is,
55 to 60 characters. On the old standard typewriter it was
simply a matter of setting your margins and typing until
you heard the little bell.
Then you'd simply pushed the return bar and typing cylinder
all the way to the right, and continue typing until the next
bell. (Now I'm really dating myself.)
If you try to set-up your word processor's margins to do
the same thing the typewriters of old did, it won't work
quite the same way. You'll have to manually add carriage
returns at the end of each line.
It can be done; however, this process will be very time
consuming and for many reasons, far to many to mention
here, the outcome will not stay consistent with all email
A much better way of formatting your document is to
download a copy of "Ezine Assistant" at
It's a free software program that gives you full control
of formatting your document. It works great, and I use it
all the time, even if I'm simply writing an email to my
(Tip No.4) Keep Your Paragraphs Short
Reading an email is not like reading a book or a magazine.
Long paragraphs in an email are difficult to read, so limit
your paragraph to two or three sentences. Your reader will
be much happier, and so will I.
(Tip No.5) Keep Your Ad's Sweet And To The Point
From the time someone opens your email, you have about 10
to 15 seconds to capture his or her attention. If you
haven't captured it by then, chances are very good they
will click, delete, and move on.
Remember the person reading your email wants to click,
read, and move on anyway. Don't try to sell your product in
your ad; your goal is simply to get them to your "Web-Site."
Let your web-site do all the talking because now, they have
chosen how they will spend their time, not you.
(Tip No.6) Be Polite And Always Say Thank You
Your mother was right! Never forget to thank the people
who take the time to read your email. It leaves a warm,
caring feeling with your reader, and the more personable
your email, the more response you'll receive.
Always add your name and a real email address to your ad, that
way your reader will feel you are real person, and that they
are more than just a number. Invite them to contact you for
When your purpose is to make a friend first and a sale second,
you can sit back and watch your sales grow.
(Tip No.7) Do Not Send To Soon
Once you have your email ad looking and saying what you want
it to, put it aside and come back to a day or so later and
go through it one more time.
Most of the time you will find a few changes you'd like to
make before sending your ad out to the public, so make those
adjustment and send your ad.
This step will save a lot of, "I wish I had said that instead!"
In the mind of your readers, your email is the only window
they have to see who you are. You can either get out
the "Windex" and clean that window, or your can pull down
the blinds and close the curtains.
Just keep in mind; the success of your business depends
greatly on what people think of you.
See you next time,
About The Author: Jerry has been working on the web for over five years and has helped many people achieve success on the web. He currently owns an operates several successful web
businesses located at... http://www.jeHomeBizOnline.com