• Section: Money Guide - Category: Online Business
• Written by Brian Peterson

Size of the email
Professional emails must be short and snappy. The emails should be formatted properly to avoid reformatting by various email hosts. The safest way to avoid reformatting is to make sure that the lines do not carry more than 65 characters (including spaces). This will also allow the clients to read the email in one movement of the eye from left to right.
The Layout
Most email hosts provide the 'preview pane' and 'block images' options to their customers. While designing the layout of your emails, this should be taken into consideration. The most significant contents of your message must be provided in the first 2-4 inches of the mail. The content in the preview pane must lure the clients to read the entire message. It is not advisable to place any images in the 'preview pane' as a blocked image may put off the readers.
HTML/Text?
This is the first question that every Email marketer has to address. Choose the format depending on what fits be

st to your message and offer.
Here's a glimpse of what the formats offer.
Text format
This is the most preferred email format globally. Text messages are email messages consisting of plain text content only. Text messages will look similar to all the customers irrespective of their email hosts. It opens faster and provides information in a simple manner.
Advantages:
Simple
Looks like a personal message
Opens faster
Same appearance all over
HTML format
HTML or Hypertext Markup Language is a document format language. Most of the marketers prefer this format. It allows you to add images, graphics, company logos etc to the email. When sending newsletters and long mails, the HTML format provides much more options. You can highlight the important portions, use different fonts, color the headlines and make the email much more attractive.
Advantages:
Attractive
Can add Hotlinks
Use graphics and images
Use different fonts to breakup the content into digestible parts
Nowadays flash media and other rich media formats are also used to send marketing messages. These formats have the same advantages as the HTML format.
Make the most of Email Marketing. Ensure that your mails are formatted and designed skillfully. An effective marketing email will open the doors of success for you.

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