Follow these general guidelines when you create electronic direct markeing (EDM) content :
- Content should be link heavy. The purpose of EDM is to drive people to a web
site while delivering useful content.
- Content should be personal (Dear Carrie or Dear Webinar Participant…)
- Avoid too many graphics. This can make the EDM large, difficult to download and
difficult to read.
- Place the call to action at the top.
- Add a return address.
- Insert a table of contents at the top.
- Make it short and sweet; lengthy EDMs are a turn-off and you lose the reader's
attention.
- Place an Unsubscribe notice at the bottom of the message.
- Test content for spelling before sending it to a staging site.