Note: My primary online expertise (if you can call it that) is in email and newsletter marketing. So I am going to start with some basic posts to have an archive of these articles under my profile and then move to more specific and advance topics.

As an online marketing professional I receive dozens, if not hundreds of electronic newsletters (e-Newsletters) each month on every topic you can imagine. Of course, some are much better executed than others. But it always amazes me how often I receive communications from billion-dollar firms (don’t ask me to name names) that can’t even get the basics right.

If you are using email as a sales and marketing tactic you need to at least incorporate the items below into each e-Newsletter you send. If you don’t I, as well as many other individuals will conclude that you don’t have a clue and quickly search for the unsubscribe link (assuming there is one).

Subject Line

The subject line is the number one reason a message gets opened. Please make sure it doesn’t contain any SPAM triggers, that it is under 50 characters (otherwise my app may cut it off), and that it gives me some idea what I can expect if I open the message.

White-listing Instructions

Remind subscribers that adding your firm’s name to their white-list will increase the odds of your email passing through their SPAM filters. Also, please include white-listing instructions at the top of each email (via a link). And finally, in the same header also include a direct link to the web-based version of the e-Newsletter.

Company Logo

Your logo isn’t your company’s brand, but it should still be included at the top of each e-Newsletter. Keep in mind, most individuals use the Outlook preview pane, therefore the logo included at the top of the message is critical. Also, don’t forget to link your company logo back to the home page. If I want to get to your site it is the first place I'll click.

Forward Message

This is an important viral marketing option. If I really think something in your e-Newsletter is important and/or interesting, give me an easy method to forward it to a co-worker or colleague.

Personalization

In today’s database-driven world individual, personal connections can make all the difference. Make personalization relevant and credible. Include an area in which the recipient’s first name can be included or, better yet, try to incorporate past usage (like suggestions and offers based on previous purchases) within the body of the message.

CAN-SPAM Compliance*

The CAN-SPAM requirements are very basic and simple to follow. The "Subject Line" cannot be deceptive. The physical address of the firm sending the email must be included. Subscribers need an easy, one-click option to unsubscribe, and the "From Email Address" much be a real and "live." That’s it.

*In some upcoming post I'll provide some examples (including screen captures) of large corporations and even well known high-tech publishers that won't allow me to unsubscribe, or make the process much harder then it needs to be.

Pretty Simple, Right?

If after reading this article you notice your firm isn’t abiding by each of these suggestions, take a step back and ask yourself how hard they would be to implement. The answer is, not very hard. With online marketing the small things matter and can help you standout against your competition and other email marketers. Don't be lazy and don't let people tell you the "little" things don't matter. They do. Good luck and happy email marketing.