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Creating the email newsletter

By Seby Kallarakkal

Designing the email or newsletter

Looks matter and a well-designed email would increase the chance of subscribers reading and further clicking on the links. The design must take care of essential things like readability, credibility, etc. Depending on the type of products and services that you offer, you could also design attractive HTML newsletters than couldinclude images, flash animation and forms.

Writing content for the newsletter

Effective and creative copy is what a reader is looking for. It would be better for an inhouse team to come up with the theme and the actual content for the newsletter. If you would like to take expert help in writing the content for the newsletter, you could provide the information or make outside agencies to do research on the content and then get it written. But the instructions you give to the outside parties must incorporate the following guidelines, the content must be clear, short, easy-to-understand, precise, accurate and free from flowery language or long-winded sentences.

CAN-Spam Act

The following measures are also highly recommended of email newsletters:

Physical postal address
Conspicuous opt-out notice
Valid return email address or Internet based reply mechanism
Honor opt-out requests within 10 business days
Refrain from sending emails with misleading heading
Refrain from selling or transferring email address of any recipient who has made an “opt-out” request

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