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Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

This tends to be one of the more controversial email marketing topics. I like to ask people: “where do you think the unsubscribe link should be placed in your email?” Of course, most people place the unsubscribe/opt out links at bottom of the email, and they feel that that’s exactly where it should be.

I completely understand the rationale. After all, you work so hard to build your list and get more subscribers, why would you want to allow them to easily get off your list? It should be at the bottom of the email, so they don’t see it unless they’ve gone through the entire email! (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

So we’ve talked about general content enough, now I’d like to focus on a few specifics. First of all, let’s consider your calls-to-action. These are the images and links that people will click on to perform the intended action of your email, whether that’s register for something, buying something, or anything else. (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

To expand your reach, you’ll want to add a viral component to your emails. Most ESPs allow to easily insert a “forward to friend” tag somewhere in your email. This may seem unnecessary, as every email client has a ‘forward’ button. But remember - if you use a form of some sort to forward the email, you can track who forwards it, who the recipient is, and if the recipient opens/clicks on the email. This is another excellent way to grow your list! (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

Here are some additional tips for excellent subject lines. They are fairly self explanatory, so it’s easiest to just put them in bullet form rather than write a section for each. (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

E.g. “The Top 10 Subject Lines of This Year”

For some strange reason, people are fascinated with ‘top 10’ (or any other number) lists. You have simply to watch the Digg homepage to see how popular they are. I can’t explain why, perhaps people just like to validate whether or not the list matches their opinions, and debate it if not. Regardless of the rationale, they work, so use them in your subject lines. (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

I’ve heard many people ask whether they should design their emails in text or HTML. The answer is: both. HTML messages will almost always outperform the text-based counterparts, but you should always include a text alternative as well. All decent emailing applications will allow you to send a multipart email, which displays the HTML version whenever possible, but will render the text version if the email client calls for it (such as on a mobile device). Oh, and one quick text tip: use hard returns (the enter key) to create line breaks, making your paragraphs no wider than 4″. If you leave the text-wrap up the email client, you’ll get very wide paragraphs that are very hard to read. (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

The preview pane is that portion of your email client that allows you to see what the contents of an email are, without opening it. Surveys have found that nearly 70% of business users use preview pane, the majority of which use the bottom view option. (more…)