HTML emails are an invaluable and sustainable tool for keeping up with current clients and for getting your name out to prospects. Especially when an HTML email can be a prospect’s first impression of your company, it’s essential to make sure that first impression is a great one; here are some tips to help:

SMART SUBJECT LINES: The subject line will probably be the first thing about your email that the reader will see, so it's important to give it the thought that key first impression merits. A good subject line balances length, intrigue and pertinence. It's tempting to want to use a long subject line to make sure the reader knows exactly what your email is about, but most email clients cut subject lines off after 50 characters, so plan wisely. Good HTML email subjects read like newspaper headlines: eye-catching and concise.

ESTABLISH IMMEDIATE VALUE: Kicking your email off with a brief table of contents or highlight callout immediately establishes overall value with the reader. With some recipients' email inboxes getting an influx of over 300 emails a day, the faster you can prove to the reader that your email is a) pertinent and b) interesting, the better your chances for keeping the reader's attention.

PERSONALIZE YOUR EMAIL: Make sure that your emails are sending from a legitimate name and email address. Select a willing member of your marketing or business development team for the email to have originated from. This is wonderfully helpful when people hit reply to ask questions and make comments. Additionally, make a point to call out the recipient by name in the body copy of your email. In an age of faceless and intrusive advertising, this personal touch is crucial to keeping your email tactful and instilling confidence in the reader about security of the exchange.

SHORT & SWEET: HTML email content length should be intrinsically linked to the medium you're working in and your audience; in most cases, HTML emails are more effective when they're short and sweet. Make sure that your copy is substantial enough to perk the reader's interest and then utilize links to strategically draw them deeper into targeted sections of your website, social media presences, a contact form or a call to action.

SOLICIT FEEDBACK: Ultimately, the HTML email is a tool for conversion, so make sure your email includes at least a few prompts to continue the conversation. Promote your SoMe locations - twitter, facebook, LinkedIn.

CHOOSE YOUR WORDS WISELY: Using words like "free" will get your email sent into recipients' spam folders faster than you can say "great offer." SalesNexus has a great list of over 200 words to avoid in your HTML email copy. Also keep in mind that writing for HTML emails, like writing for the web, is a different animal than writing brochure copy. Focus on shorter more keyword-rich copy.

AVOID IMAGE-BLOCKING DISASTERS: Because a majority of email clients (especially ones used in corporate offices) default to blocking images, make sure that your messaging will still get through even if images are blocked. Including a text-only version of your HTML email and linking to a web version are a great way to cover your bases.

SEGMENT YOUR DATABASE!: Once you've got the hang of managing single email campaigns, segmenting your email database makes the HTML email an even more powerful tool. Appealing to your multiple target audiences with customized information and offers is a surefire way to keep them opening your emails and forwarding them along to industry peers.

TALK TO AN EXPERT: The most effective HTML emails are created and executed by HTML email aficionados who know the ins and outs of open-rates, coding for maximum email client compatibility, artful design, and copy writing and who have the CAN-SPAM act memorized. Lucky for you, that's us. Give us a call to learn more or sign up for our HTML newsletter!