As an online marketing professional I receive dozens, if not hundreds of electronic newsletters (e-Newsletters) each month on every topic you can imagine. Of course, some are much better executed than others. But it always amazes me how often I receive communications from billion-dollar firms (don’t ask me to name names) that can’t even get the basics right. If you are a business-to-business firm, you need to least incorporate the items below into each e-Newsletter you send. If you don’t I, as well as many other individuals, will conclude that you don’t have a clue and will quickly search for the unsubscribe button (assuming there is one).

Subject Line

The subject line is the number one reason a message gets opened. Please make sure it doesn’t contain any SPAM triggers, and that it is under 50 characters, otherwise, Outlook may cut it off.

White-listing Instructions

Remind subscribers that adding your firm’s name to their white-list will increase the odds of your e-mail passing through their SPAM filters. Also, please include white-listing instructions at the top of each e-mail. And finally, in the same header also include a direct link to the web-based version of the e-Newsletter.

Company Logo

Your logo isn’t your company’s brand, but it should still be included at the top of each e- Newsletter. Keep in mind, most individuals use the Outlook preview pane, therefore the logo included at the top of the message is critical. Also, don’t forget to link your company logo back to the home page.

Forward Message

This is an important viral marketing option. If I really think something in your e-Newsletter is important, give me an easy method (such as a link) to forward it to a co-worker or colleague.

Personalization

In today’s database-driven world, individual, personal connections can make all the difference. Make personalization relevant and credible. Include an area in which the recipient’s first name can be included or, better yet, try to incorporate past usage (like a “save article” functionality) within the body of the message.

CAN-SPAM Compliance

The CAN-SPAM requirements are very basic and simple to follow. The “Subject Line” cannot be deceptive. The physical address of the firm sending the e-mail must be included. Subscribers need the easy, one-click option to unsubscribe, and the “From E-mail Address” much be active. That’s it.

Pretty Simple, Right?

If after reading this article you notice your firm isn’t abiding by each of these suggestions, take a step back and ask yourself how hard they would be to implement. The answer is, not very hard. With online marketing the small things matter and can help you standout against your competition and other e-mail marketers.