I do not want to use too many words to describe this, but keep it short. Nobody wants to read messages that are too long. Try to make a good division between content and images. The 60/40% rule is often used. Whereas 60% is devoted to images.
Do not underestimate the subject line. 33% of your recipients will decide to open your E-mail based on the subject line. The perfect subject line should be, short, clear and it should trigger to read more. Stay away from texts written in ALL CAPS and subject lines with too much exclamation points (!!!), there is a big chance you end up in the spam filter.
4. CALL TO ACTION
Less is more. We often communicate too much or use too many words to explain a topic. It is important to have one call to action in your email. What is the result that you want to achieve: do you want to link to a certain page with an offer or a download, or do you want people to get in contact? Choose one per mail. If you have too many actions, people will get confused and will choose neither. You can have multiple buttons or links but remember, everything links to the same!
6. NAME IT
Keep it personal. You do not have the time to write an email to every person, but you want to give the reader the idea that you wrote this email personally for him or her. There are a lot of email and market automation programs where it is possible to personalise. Think of first name, last name, gender, etc. Besides that, A/B testing is becoming a trending topic. This allows you to send (slightly) different emails to your audience. You can change the content, subject, images, buttons or even the send date. The idea is that you change one of those aspects in one of the two mails you send. Those two mails go to a small part of your target audience. The E-mail that performs best, gets sent to the remaining target audience.
7. WATCH YOUR TONE
To whom are you sending the email? Is it B2B or business to consumer? Do you normally address someone formal or informal? These are aspects to keep in mind when you are writing your email.
9. 404 PAGE NOT FOUND
Test your email campaign always before you send it. Send the email to a test group (a selected group of colleagues) to check on grammar, interpunctions, whitespace, missing links or other errors. You will always need a fresh pair of eyes to look at your email because it looks very sloppy if you send an email with mistakes. That is not the message that you want to deliver!