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5-point checklist for every mailing

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A lot of work goes into a mailing, and sometimes it's easy to lose sight of those finer style points that turn a good email into a spectacular one. That's why we've put together a list of five quick checkpoints that'll guide you through a quick review of all the elements of a stylish email, including the subject line, preview pane, formatting, images and tone.

It'll give you an at-a-glance view of all the things that play a role in engaging your recipients. So the next time that little voice pipes up during send-off and says, "Is this any good? Should I hit send?" you'll be able to give it an answer. Not out loud, though. That's when you cross the line from healthy-internal-dialogue-person (normal) to random-muttering-and-may-or-may-not-be-obsessed-with-his-stapler-person (not so much).

  1. Does my subject line entice readers to open? They're the most important 8-10 words in your mailing. Make sure yours is a clear, concise introduction that entices your readers to take a look inside.
  2. Am I making the most of the preview pane? At first glance, many of your recipients will just see the first few inches of your mailing, so make your point -- and your brand -- stand out there.
  3. Is my email easy on the eyes? With simple, intentional font and style choices, you'll help grab and keep your readers' attention.
  4. Does the message come through, even if the images don't? Since many email clients don't automatically display images, balancing yours with text will help you make your point in any display possibility.
  5. Does this email have a personal touch? Whether it's with a personalized greeting, warm tone or specialized content, make sure your mailing feels like a conversation with people who know you, not a "blast" to a list.
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