Whether you send text based or HTML messages, your messages should look good. Bad looks have a detrimental effect on the performance of your email marketing. Bad looking message fails to make an impact.
In a hurry to deliver the message we often forget to format the content forgetting its effect on our campaign.
Irrespective of whether it is an html or text message, a message that looks like this is always an unwelcome and cause of irritation.
Notice the difference between two mails.
Thanks for being subscriber of ABC newsletter for ebusiness. We hope we are serving you well. In this issue we bring a special article from Not Johndoe who specializes in search engine marketing.
Search Engine -Tips and tricks.
Search Engines are major part of our marketing strategy,. Not only they bring customers for free but also help to build your traffic by allowing you to bid on keywords.———
Now the same message is formatted
Thanks for being subscriber of ABC newsletter for ebusiness.
We hope we are serving you well. In this issue we bring a
special article from Not Johndoe who specializes in search engine marketing.
Search Engine-Tips and tricks
Search Engines are major part of our marketing strategy,.
Not only they bring customers for free but also help to
build your traffic by allowing you to bid on keywords.—
Without an iota of doubt it can be said that second mail would outperform the first one.
Er are simple things that you can use to make your newsletter well formatted and good looking. These are quite simple but surprisingly many email users don’t understand them.
CPL stands for characters per line. This denotes the line length. It has been observed that line length greater than 70 CPL is not perceived as good line length. It is easy to produce a formatted newsletter. But most people just type and type without using a hard carriage return. If such a message is received by someone whose email program doesn’t have the capability of automatically wrapping incoming messages. If you put “end of line” carriage returns by pressing enter for hard carriage return when typing your message, email software perceives it as one long sentence and displays accordingly.
All email programs are different. Therefore the fonts used by each program varies widely. Some are fixed pitch fonts like Courier and others are proportional spaced fonts. With fixed-pitch fonts, all characters in a paragraph will line up directly above each other. With a proportional-spaced font, each line is a different length.
Now the problem is that different email programs might have different types of font in use. So what may look good on yours would look bad in others.
If you create a message using one type of font and send it to an email recipient using the other, the message will not look the same when they receive it!
By using a hard carriage return before the end of the line you can keep these problems to a bare minimum. Another thing that you can do id to test how your message looks on different email programs.
If you type your message in MS Word and then cut & paste it in your mail program, it may result in distortion and replacement of some characters by symbols. To avoid this problem simply type all your messages in some text editor.
Keep a watch over looks of newsletter, next time you send it.