Full Circle

Recommendations

1. Include a headline that communicates the content of the email, in a large clear font or graphic that will immediately grab the reader's attention.
   
2. Break the copy up so the reader's eye is drawn to the various parts of the message and given obvious visual clues where they should be looking.
   
3. Include other links from the site navigation so that people not ready to buy online might still click through to the website and look up a store.
   
4. Include a picture for each product. This allows recipients to scan the page and quickly pick out which products are of interest to them.
   
5. If you're sending an acquisitional email, 'click to buy' must feature for every product. Recipients need to be able to purchase with as few clicks as possible. No one will read about a product then bother searching through an online collection.
   
6. Include the price of each product. You need to give recipients enough information to make a purchase decision on the spot.
   
7. Rather than try to address both men and women in one message, segment your database and send a targeted email to each. Attempting to reach both audiences, in the way the original message did, is simply a waste of time.
   
8. Always include registered company details. Without doing so you're breaking the law.