Plain Emails vs Designed

When it comes to emails, it's easy to assume that beautifully designed emails will land neatly in the inboxes of your subscribers.

However, that's rarely the case.

Through my years of testing a multitude of variables (which you've probably noticed), from subject lines and calls-to-action, to images, headers, copy and tone...

...one thing has really stood out.

Other than proper list segmentation, nothing has boosted open and click rates as much as sending regular old plain-text emails.

While my emails may not be purely 100{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} plain text (links, tracking pixels, etc), they are as close as possible while still being able to track the relevant stats.

So with that said, here are 4 facts to keep in mind the next time you're setting up an email campaign or sequence.

1) Poorly coded emails will hit the spam folder HARD

Those email templates provided by your autoresponder service tend to look amazing...

But unless they're coded to perfection, there's a high chance email providers will mark them as spam at the first sign of a flaw.

That not only hurts the deliverability of that one email, but can also damage your sender reputation for future emails from that address.

2) If you choose HTML, include Plain-Text too

Some companies flat out refuse to use anything other than fancy HTML emails.

And that's okay in some cases - but if you're going to do that, make sure you also create a plain-text version of your emails.

Most email marketing tools let you do that inside the email editor, and it often takes only a minute or two to optimize the plain-text version.

But if you let it go, you risk having email providers like Gmail and Hotmail see your email as "risky", as they expect legitimate businesses to follow this basic best practice.

3) People actually prefer to receive _____ emails

Back in 2014, HubSpot conducted a survey where they asked over a thousand professionals whether they preferred HTML or plain-text emails, and whether they preferred mostly text or mostly images.

Almost 67{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} of those surveyed stated the preferred HTML with predominantly image-based emails.

However, after conducting a split test experiment comparing 'HTML plus images' to 'plain-text'...

The simpler designed email won 100{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} of the time.

That is, the emails with fewer images and HTML elements.

Which is an incredibly important and indicative statistic!

So what does this ultimately mean?

It comes down to this:

4) HTML Emails reduce open rates, click rates, and often deliverability

Through research, combined with my own testing, I've come to the conclusion that the more HTML-rich an email is, the lower it's open and click rates are.

Of the 2014 HubSpot split testing, here are 3 of the more significant statistics I found interesting:

  1. For the plain-text vs. .GIF image test, the .GIF version had a 2.3{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} lower clickthrough rate. This, combined with the lower open rate, meant the plain-text version got 42{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} more clicks.
  2. For the plain-text vs. HTML template with images test, the HTML email version had a 21{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} lower clickthrough rate, and combined with the open rate the email had 51{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} fewer clicks.
  3. For the simple HTML template vs. HTML-heavy template, the simpler email had a 5.3{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} higher clickthrough rate, and combined with the higher open rate, resulted in getting 30{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} more clicks.

Even after improving the email design and using different images, the clickthrough rate never improved... in fact, HTML consistently had a lower clickthrough rate.

So when combined with lower open rates due to poor deliverability, it turns into a massive black hole for email conversions.

5) What this means for you

Unless you're willing to drop a stack of money on dedicated IP addresses, along with investing a lot of time to warm up those IPs just to see a slight bump in your deliverability, you'll probably want to keep things simple.

You just need to remember that although people claim they prefer HTML emails with images, in reality, it's plain-text emails that perform the best.

It can be a tough pill for many to swallow, but at the end of the day, when it comes to emails, less is more.

And hey, it's not all bad. Limiting yourself to text emails forces you to focus on the most important aspects - copy, subject lines, link placement, etc - to achieve peak results.

So next time you're getting ready to write out an email, simply turn a blind eye to those fancy templates, and opt for the vanilla version.

Why most people NEVER make their first dollar online...

A few days ago, I received an email from a blog I follow…

…and it hit me like a glass of cold water to the face.

The subject line wasn’t all that appealing, as it was referencing something I’d never heard of before.

But, just like finding a letter addressed to someone else in your mailbox….

...I felt compelled to open it.

(Okay that was a joke, I don’t really do that… but I’m sure you can relate).

After just a few paragraphs, this email really hit with me.

It was a blunt reminder that when it comes to online businesses...

...Many of the people closest to you will try to sabotage your success.

Have you ever had your spouse, or family member, or even a friend, try to shoot down your dream of an online income and tell you to get a “real job”?

I’m sure you’ve experienced it at least once or twice.

I know I sure did.

For me personally, it was mainly family members trying to shoot down my ideas and hopes.

They told me to go back to school. Or get a job. Or go on benefits.

Literally anything to keep me from what I was doing.

And there’s a legitimate psychological reason behind this behaviour.

You see, when you tell people that you’re dreaming of breaking the mould, and escaping that 9-5 world everyone is conditioned to accept as “doing what you gotta do”…

…it terrifies them.

Not only because they’re scared you’ll fail and end up flat on your ass…

But also because they’re scared of the fact that they may have been missing out on a good thing all along.

Imagine for a moment that your online business takes off over the next 12 months, and you're sitting on a comfortable 6+ figures per month…

Two things would happen.

First, you’d have people climbing over each other for handouts.

Next, you’d have people BEGGING you to teach them.

And the truly amazing part…

Most of the people doing the begging will be the people who were telling you to give up!

You’re probably wondering if this message you’re reading right now has a point.

And it does…

I’m writing to you simply to say, don’t give up because others told you to.

Be part of the 0.01{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} who shakes off the naysayers, and keep pushing for what YOU know is real.

Look at any of the people who have ever inspired you in a big way, and consider what they went through to get where they are...

...and be like them.

Anyway, that’s all for today, I just wanted to share this with you in the hope it’ll inspire you to keep moving forward.

7 Steps To Create Your Best Automated Follow-Up Sequence

(Editor's note: This post originally appeared on the ActiveCampaign Blog. Read the original post here.)

Are you using the best automated follow-up strategy?

Whether you are in the process of creating your first follow-up sequence, or you’ve been at this for years, your follow-up sequence should result from a well-defined plan for achieving your main business goals.

Unfortunately, follow-up strategy is often created on a whim or pieced together bit by bit over time. Such gradual evolution yields sequences that aren’t the product of a well-considered, overarching strategy designed to produce the best results.

What’s more, a lot has changed since you created those sequences. Powerful new marketing tools exist, you’ve gained valuable insights about your customers, your product line has transformed, and you’ve learned more about effective online marketing.

This guide to re-envisioning your follow-up is a chance to address everything you’ve put on the backburner.

Your follow-up is begging to be updated

(but your website gets all your attention)

Your automated follow-up is the neglected workhorse of your online marketing, and that’s a shame. Automated follow-up is one of the most powerful tools at your disposal. Nearly all your leads and customers experience it. Marketers obsess over the smallest details of their websites, yet might go months without thinking about automated follow-up.

Every day, your automated follow-up brings contacts back to your site, builds relationships with them, creates and nurtures qualified leads, drives conversions, boosts customer satisfaction, and saves you loads of time. Needless to say, improving your automated follow-up is worth the effort.

Creating your best follow-up sequence ever

What follows is a seven-step process to producing a unique follow-up strategy for your business. By adhering to the steps below, you are automating as much as possible and improving the overall experience for your contacts.

Any time you spend on this pays dividends over and over as each new contact experiences your automated follow-up. In fact, by spending time on automated follow-up, you are investing in one of the most important aspects of your marketing.

 

1. Get A Fresh Start

To develop a new improved strategy, forget your old follow-up sequences. Mentally set them aside and start over from scratch with a fresh perspective.

We are shooting for a complete top-to-bottom overhaul of your automated follow-up. Modifying or adding to what exists would lead only to incremental improvements. Instead, create something entirely fresh, inspired by your desire to improve performance.

 

2. Pick Your Destination

We suggest developing two separate follow-up sequences — one for your leads and one for your customers. After leads become customers, you should shift from building trust and explaining why they should do business with you, to customer service, encouraging repeat purchases, and getting referrals.

As you create your new follow-up strategy, imagine the ideal experience for contacts and use it for guidance. What do you want contacts to be subject to before and after they make a purchase?

A “perfect” experience won’t happen on its own. You make it happen by envisioning it, defining it, and then working toward it.

Describe the experience you want leads/prospects to have, and do the same for the experience you want customers to endure.

Keep those descriptions short (2-3 sentences, maximum). Focus on just a couple important things you want contacts to get out of your follow-up. This step is less about making a detailed plan and more about crafting an inspiring mission statement for your automated follow-up.

Here is an example:

When you believe you captured the essence of the experience you are striving for, move on to the next step.

 

3. Know What You’ll Do Along The Way

While the mission statement you created describes your destination, now we need to discuss how you’ll get there.

Spend some time considering this: ideally, what would my automated follow-up do for me?

This is where you define success for your automated follow-up, so be sure to take your time.

These goals shouldn’t be specific or measurable. In fact, it’s better if they aren’t. We are just creating a wish list. In the next step, you’ll learn how to measure and achieve these goals, and we’ll make them more specific, too.

Don’t worry about how you’ll accomplish any of this — at least not yet. That stifles your creativity and needlessly lowers your ambition. Instead, focus on what you’d like to do without limiting yourself to what is feasible or realistic.

As ideas come to you, write them down in a big, unorganized list. The more ambitious the list, the better. Stretch the limits of possibility, so you create an automated follow-up sequence that does everything you want.

When you finish your list, organize it a bit.

Separate your pre-sale (lead/prospect) goals from your post-sale (customer) goals. Then, order your goals chronologically (you probably won’t be able to do this perfectly).

Your organized list might look like this (perhaps longer):

If you are satisfied with your list, check your goals against the experience you want. Are enough of the goals centered on the customer and creating a good experience for them? If you feel your goals reflect the needs of your business and the needs of your contacts, you are ready to move on.

 

4. Get There “By…”

Equipped with your goals and mission statement, you’re ready to outline how you’ll achieve your goals. Add “by…” statements to each goal:

Brainstorming all the ways you could accomplish these goals requires effort. Again, don’t limit yourself to what you think is feasible because you’ll disengage with some of your best ideas. List every idea you have for reaching each goal.

Don’t stop after 3-5 good ideas. Keep pushing yourself. Your first five ideas are likely conventional tactics you considered the whole time. Don’t stop there. Your best ideas might be numbers 17 and 31. If you stop at number five, you severely limit your possibilities.

If you do it right, this step generates some of the best ideas for growing your business you’ve had in a long time. Circle, star, or underline the most brilliant ideas you have.

After all that brainstorming, you’ll have an intimidating, disorganized list of ideas. Now is the time to map them out.

 

5. Map It Out

When planning the exact sequence of events in your automated follow-up, pen and paper come in handy. Just make sure you have plenty of paper for the first few drafts. You’ll likely scribble out and cross out many ideas.

That’s what you want.

If this is easy for you, and you aren’t wondering how it will all come together, you weren’t ambitious enough. In that case, start over and repeat the steps.

This should feel like putting together a puzzle. You have the pieces and are trying to fit them together so they guide prospects through your pipelines. Your automated follow-up should solidify your relationship with customers, all while satisfying their needs and keeping them interested.

Don’t get stuck on details. You can worry about settings and email subject lines later. For now, just flesh out the overall process and jot down the basic order of events. Feel free to make some notes if you get a flash of insight, but try and hold off getting too detailed. This is still “big picture” time.

When you’re ready to fine-tune your follow-up sequence and make it truly magnificent, try out our automation builder. If you’ve used it, you know it’s an extremely capable and easy-to-use flowchart tool. Our automation builder is designed specifically for creating automated marketing sequences. It includes everything you’ll need: “if/then” logic, ability to combine paths, “wait until” rules, and more.

Even if you use another marketing automation platform, sign up for a free trial with ActiveCampaign and use our automation builder to outline your automated follow-up.  You’ll be impressed by how intuitive, quick, and powerful it is. We’ve even had customers request a standalone automation builder for flowcharting (that would be useful, but we’re focused on creating the best, most comprehensive marketing automation tool in the industry).

The goals of your automated follow-up vary depending on your business model. But, as a rule of thumb, your automated follow-up should deliver content that:

Try to evenly distribute those messages throughout your follow-up strategy.

Remember, your prospects don’t pay attention to everything you say. You might need to be somewhat repetitive to ensure they receive your core marketing messages. Don’t be afraid to repeat important points so you are confident your prospects receive your messages, even if they miss an email or five.

 

6. Make A Plan

When you believe your follow-up strategy offers an effective route to the destination you determined in step two and is conducive to achieving the goals outlined in step three, you are ready to get the ball rolling.

First, make a list of what you need to bring your strategy to life. You most likely need content, such as emails or free reports. But you might also need to implement entirely new processes, like refer-a-friend programs, “one-click upsell” scripts, or some graphic designs.

We suggest you use a project management application, so you can unpack your plan into actionable steps and determine the resources required for each one.

 

7. Learn From Where You’ve Been

Implementing your new automated follow-up strategy might take a while. Use the extra time to mine all the pertinent data from your old follow-up strategy. 

Identify key metrics you used to measure performance so that you can adequately compare the new and old sequences.

Hopefully, your new follow-up strategy performs better than your old one. You can know if that’s the case only by analyzing the numbers.

Some useful metrics might be:

If you haven’t yet, set up our Google Analytics integration. You can track link clicks in specific emails and automations, see how contacts interact with your website, and know what purchases and goal achievements are tied to your email marketing and marketing automation.

In terms of analytics, figure out how to measure performance for the goals you created in step two and the individual components of your sequence created in step three. Define your key performance indicators performance (KPIs) and stick to a schedule for reviewing and assessing the different aspects of your follow-up.

If you repeat this process every year or so, you experiment with strategies in hopes of finding one that outperforms your proven, established follow-up. In that way, you challenge your best work and continually strive toward the ultimate follow-up sequence that automates as much as possible and produces happy, satisfied customers.

 

How Do I Write Compelling Emails???

You know the feeling...

You've spent hours typing out the perfect email.

The content is great, and you know it'll help a lot of people solve their problems.

So you hit send, and sit by eagerly waiting for the stats to start rolling in.

Then you check your stats... and they're not as you expected.

The open rate is horrible. And of those who are opening, most seem to be unsubscribing.

It's a crushing feeling.

But it doesn't have to be that way!

I've assembled 5 simple steps to deliver some of the most important advice you'll read about email marketing. Forget the $1997 courses, forget the fancy software. Because if you follow these steps, you'll get 50x more value than all of those things combined.

So let's dive in!

[file_download style="1"][op_file_download_item title="CompellingEmails.pdf" icon="style1-Pdf-64x64.png" file="http://www.marketingwithdan.com/compellingemails" package="" level="" new_window=""]Don't have time to read this article? Or maybe you'd just prefer the PDF version?

Download a copy here, and read at your own leisure :)[/op_file_download_item][/file_download]

Step 1 - Pique Curiosity with a Question

Many of your subscribers will already be receiving hundreds of emails every day. There will often be a lot of excellent promotions in amongst them, so you have to ask yourself...

"How can I make my emails stand out from all the noise?"

You do so by piquing your subscribers' curiosity, and one of the best ways to do this is with a question.

It's only natural that when we see a question, we want to know the answer. It creates an open loop in our minds, and the more curiosity you can generate, the more the human brain desires to close that loop.

So when a reader sees that question, and wants to know the answer, it will often prompt them to open the email, even if they don't think they want to read the message. This then gives you an opportunity to draw them in further with your compelling opening.

Whacky example, but if a subject line read something like "Want to know how I generated $5k with a tennis ball?".... you'd probably want to know more. (Well, I would). Despite all the alarm bells going off in my head that this will be junk, I'd still feel obligated to try to close that loop.

The subject line of every email is super important, because it's what gets your reader to either open your message, or ignore/trash it.

But remember, if you present an amazing subject line, make sure you deliver on that promise

Step 2 - Answer Readers' Questions

When you're stumped for ideas for your email marketing content, a great starting point is to use questions sent in from your subscribers.

Most of my members will recognize as something I do. I actually send out surveys, so I can find out exactly what people want, and create content accordingly, rather than trying to guess.

The content of your emails should be helpful to your readers; answering their questions, and ultimately solving their problems.

If someone has emailed you or sent you a message through social media, turn that question into an email. You can either write an article using that question as inspiration, or address that question directly, saying "Blog reader Chris from London asks...."

It's also an awesome element of social proof. If people see that others are commenting and asking questions, it will encourage them to do the same, until eventually you have a snowball effect and a never-ending resource for content ideas.

Plus, the more you know about what people want, the better you're able to tailor your content to suit them.

(Note: A lot of people think you shouldn't give away too much in your content, because then you'll have nothing to sell later... But I completely disagree with this. I will always give away as much as I can first. You'll be surprised at the following you build, and how people will still want to buy from you anyway!)

Step 3 - Using Scarcity to Prompt an Action

As I'm sure you've noticed, offers in the world of online marketing often have a closing date. They say the offer is only available until a certain time (or until X copies are sold), so act now.

But if the offer is for a digital product, why is there scarcity? How can you "run out" of digital files?

There are two main reasons why we use scarcity in email marketing.

Reason one is to simply put a limit on free giveaways. If you're offering, say, a free course that involves some 1-on-1 coaching, and don't want to spend the next few months doing nothing but free work, the cut-off date gives you the ability to say the deal is over.

But there's an even deeper and more important reason for scarcity. Most of the time, scarcity is purely artificial. There can't be a limited number of copies of a digital file.

You see, scarcity has a psychological effect. If the deal is only available for a short period of time, then people feel a sense of urgency, as they don't want to miss out.

This is a great way to get fence-sitters to jump off, when they realize the deal will be gone if they don't. So by adding the element of scarcity, you'll increase the chances of your subscribers taking action.

Many marketers use scarcity in a tricky way. There actually is no cut-off date or limited quantity. They just say this in order to get people to take action. For example, your sales page may say that the offer is only good today, so sign up fast. It always says 'only today,' even tomorrow!

The point is to urge visitors to take action. Of course, you want as many people as possible to sign up, so it makes no sense to limit quantity.

Put scarcity into your email messages, and see if it makes a difference in your conversions.

Step 4 - The Unsubscribe Link is your Friend

Every email you send should offer a way for people to unsubscribe. And when a subscriber clicks this link, they should be immediately removed from your list.

But many marketers feel that even one single unsubscribe is a disaster, and do everything they can to prevent it from happening.

I've seen all sorts of shady things.... from hiding the unsubscribe behind a membership platform (then not giving you access).... to changing the unsubscribe link to a white font, effectively hiding it.

Not only is this shifty, immoral behavior, but it's also in direct violation of the CAN-SPAM act, which can result in permanent bans from email services, websites getting shut down, and even some pretty nasty legal consequences.

It really doesn't have to be that way.

You see, the Unsubscribe Link is your friend!

You'll hear a lot of marketers talk about how many subscribers they've got, and that the bigger the list, the more it's worth.

But that's not the case. It's not about how many subscribers you have, but how engaged they are with you. If you have 1 million subscribers who trash your emails because you haven't build a relationship with them, it'll never compare to a smaller list of say 2000 subscribers who love everything you send out.

When someone unsubscribes, it means your message isn't resonating with them. Maybe your products or services simply aren't suited to them. Maybe they just wanted to grab your freebie and run.

Whatever the case may be, if someone doesn't want to be on your list, then they're not a good prospect for you anyway, and you'll be doing yourself a massive favor by encouraging these people to unsubscribe if they don't fit your ideal audience.

Ultimately, email marketing is part of a sales funnel. It's wide at the top, and narrows towards the bottom. As it gets smaller, it weeds out the list and only keeps people who are qualified buyers.

When people unsubscribe, they're simply disqualifying themselves automatically, and making your job a whole lot easier.

So it's really a good thing when people unsubscribe. But... if they're unsubscribing rapidly, or you have a sudden burst in the number of unsubscribes, that's most likely an indication that something else is going on, and you should troubleshoot to figure out what's going wrong ASAP. Losing unqualified leads is one thing, but you don't want to accidentally and unknowingly burn the potential of future sales.

Step 5 - Create Engaging Email Content

You always hear marketers talk about how the best content is the sort that engages the audience.

But what do they mean when they say 'engage'?

Essentially, it means you want your readers to do more than simply read your content. When they're engaged, it means they're involved and urged to take an action of some kind. And that's ultimately what you want your subscribers to do - take action.

So how do you create content that engages? By creating something they can be part of. Your content could ask questions, encourage them to try something new, start a discussion, or seek feedback.

For example, in your newsletter, you could be sharing a few all-natural house cleaning tips. You encourage your readers to try the tips for themselves, and report back with their results. Tell them you email you, post to your social media, or through your blog to say how it went.

Or you might share to opposing viewpoints, then ask your subscribers to share their own opinions. Like you might talk about the pros and cons of Facebook and Twitter for marketing, then ask your subscribers which they use, and why.

Having engaging content is what transforms your email newsletter from an "I'll read it later" item, into something people want to dig into right away.

Keeping Your Emails Away From The "Promotions" Tab

Whether you use gmail or not, there's a fair chance up to 80{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} or more of your subscribers do.

With that comes a few positives. For example, emails are typically displayed a lot nicer than they are with some other email providers.

Also, it tends to give a very accurate account of open and click rates.

Gmail is easy to use, free, and it's quite clear why so many people use it.

But as marketers, particularly email marketers, we're met with one hurdle that was introduced not too long ago.

The Promotions tab.

(AKA the "Kinda SPAM, But Kinda Not SPAM" tab.)

The original idea behind it was great. Anything considered a "promotion" would be filtered into this area, and users would be able to browse at their leisure.

However, this is not how it panned out for the majority of users.

Now, it's evolved into a spam-type filter... one that very few people ever bother to look through (myself included). Or if they do, it's a very quick browse to make sure they haven't missed something. You're unlikely to find anyone in "buying mode".

So you can be sure, if your emails are landing in the Promotions tab for your gmail subscribers, it WILL be affecting your rates.

Trust me, even some of the BIG marketers are falling victim to this, and from what I can tell, many are completely unaware.

I've put together a short checklist of steps you can take to guarantee your emails will land in either the Primary or Updates tab (which have been statistically proven to be the most actively used tabs)

(Note: if you're a spam marketer, or you're using some shady tactics and/or software, then this probably won't work for you. These steps assume you're a legit marketers)

1- Don't try to be too fancy

Most people just want great content that's quick and easy to digest, instead of flashy graphics. Too much flash actually makes it harder to digest, and will often deter people from clicking. It can also lead to an inflated unsubscribe rate.

Even if it looks "cool". Even if you think you need super special branding before people will respect you and see you as an authority...

2- Don't cram in too many links

This one is pretty easy to understand. If you have a lot of links in your email, not only will Gmail (and other email services) flag it as a promo/spam email, it also distracts your readers. It can leave people in panic mode, where they feel like they're being pitched, and will abandon ship REAL fast.

Try to limit it to 1-2 per email, or 3 at a push (this doesn't include unsubscribe link), and cloak your links if they look ugly.

3- Test before you send!

This one is extremely important.

Send yourself a test mail to a gmail account...

View the result from multiple apps and devices. Anything you can get your hands on.

Don't just test the layout and look of it, click your links to make sure they work. Your one click isn't going to skew your stats in any significant way, so spend the extra 0.58 seconds on making sure everything is working.

See this example:

Not trying to pick on anyone here, but the guy above must not test his emails (or if he does, he's a little careless with the results). Every time I open one of his emails, 10{3d39faf6cb6f6c7496a15fb22f7f550d40919aca010ea2686f2665dbc56fe484} of the message is cut off on the side, and it's a pain in the butt to read. To the point where almost every sentence makes no sense. And as I'm sure many of you will recognize, this guy is a top notch marketer!

4- Hold back on the images

If you absolutely must, just use one image. And again, test it before you send, because odds are it'll look like crap if it's not scaled properly (see the screenshot above as an example of terrible scaling).

5- Don't be a signature-crammer

And by that, I mean don't be one of those people who crams their life story into their email sign-offs.

Keep it short and sweet. If your subscribers have been through a well structured sequence with you, there's no need to reeducate them on boring details every day. It's bloated filler crap, and you don't need it. Keep your messages tight, clean and crisp, and only include what's absolutely necessary.

6- Check your email width

By email width, I mean the text running off the side of the message. If you're using an autoresponder or email service that isn't great at auto-formatting, then you'll want to keep an eye on this.

There's nothing worse than

reading an

email that has been formatted like this. Your eyes don't know

where

to look, and it breaks everything up to

the point where it's very incoherent.

So the TL;DR of it all... TEST TEST TEST! Don't just close your eyes and hit send. Fine tune your messages, keep them clean and free of all unnecessary bloat (images/HTML/etc), and test everything from the perspective of a subscriber.