Recommendations

1. Bring the personalised elements, registered user and location-specific property links to the top of the message, with a clear heading eg 'Property near you'.
   
   Statistics for the newsletter show the majority of click-throughs are for these links –it's obvious not all of your target audience are interested in the editorial features.
   
   You need to provide something for as wide a cross section of the audience as possible, the moment they open your newsletter.
   
2. Include clear headings for each of your content areas. Only including titles such as 'Pitstop for formula 1' or 'A day at the races' doesn't communicate the range of services Rightmove provides or allow recipients to see what they should be looking at.
   
   Instead, clearly mark out each story with a descriptive headline, for example:

   - Apartments to rent

   - Holiday lettings

   - Properties to buy

   Always edit your text down to quick and easily digestible points. It's still possible to convey a sense of personality without crowding your page with long tracts of text.
   
   Even those most pushed for time should be able to quickly scan the email and know exactly what you're offering them.

3. If you're going to use a large image, choose one that's both striking and clear. Include a headline that describes the content of your email, so readers know immediately what it's about, even if they're only seeing it in the preview window of their email client.
4. Keep the introduction as a very short overview of your message content and present it in a way that's easy to read. If you're going to include links, bullet them so that readers can quickly scan to see what's of interest to them.
5. Previously the most popular links, property local to the recipients, were hidden at the very bottom of the email. It's likely you'll get even more click-throughs by bringing them to the very top.
   
   As only a proportion of your recipients will be interested in sports, to avoid alienating the remainder of your audience use the copy to make it clear that there's something for everyone.
   
   For example:
   'Whether you'd like to spend your time on Woburn golf course or in a secluded courtyard garden, you'll find everything you need in this beautiful Woburn cottage.'
6. Remove any content that's not necessary to achieve the objective of your email, in this case Job vacancies and May we suggest. These only serve to distract recipients from the message you're trying to communicate. .