Five E-mail Design Recommendations

The whitepaper also addresses tips for creating compelling e-mail messages. First off, it stresses the importance the of “message envelope,” i.e., the e-mail header. The message envelope is made up of the “To” and “From” lines, the date and the “Subject” line.

* Subject line — should be intriguing. Its goal is to get the message opened. The whitepaper recommends the subject line should be no more than 40 to 60 characters in length and should communicate something about the e-mail’s message. Short, actionable words or words that draw on emotion work well. And avoid excessive punctuation and capitalization.