Internet Marketing Tools Email Basics
Electronic mail, better known as email, is the
most important tool used on the Internet. It's
much faster than snail mail, less expensive and
enables you to instantly communicate with your
visitors and customers.
Although most Internet Service Providers include
email accounts for their customers, these accounts
really aren't adequate for a Internet business –
especially if you get a large amount of email.
Not only do the email addresses contain your ISP's
name, but they are also very limited on features and
There are many email programs available on the
Internet. However, the best program I've found is
Eudora. Eudora is a standalone email program that
works with any ISP. It will enable you to easily
organize your email by filtering your messages into
specific mailboxes. This feature alone can save you
a great deal of time. What's more, your email address
will be your own domain -- not someone else's. One
of my favorite features is the ability to create an
unlimited number of personalities. What this means
is that you can specify the "from" address depending
on the message you're writing. For example, if you're
answering a support request, you can set up a personality
that displays firstname.lastname@example.org or whatever you'd
like as the "from" address. Best of all, it's free.
For further information about Eudora, visit:
Basic Email Guidelines
Although writing an email message may seem simple,
there are some important issues that need to be
taken into consideration.
The subject of your email is the most important part
of your message. Your subject should be short and
provide a summary as to what your message is all
about. This is especially important if you need to
grab your readers' attention. For example, if you
send out a mailing to your ezine subscribers, you
want the subject to instantly grab their attention
and intrigue them to open your message. Just because
they subscribe, doesn't mean they'll actually read
Although there has been a great deal of controversy
over the best email format -- HTML or text, text
is still the best option. HTML messages may look nice;
however, not all of your readers will be capable of
viewing your message. If you'd really like to use HTML,
the best way to accommodate all of your readers is to
create two versions and allow your readers to make
When you begin typing your email message, keep in
mind, some email programs don't automatically wrap
the text. What this means is that although your
message may look great to you, your email recipient
may receive your message as one long sentence or it
may look something like this:
Thank you for your interest in our products. We
are dedicated to providing you with quality products
to assist you in your endeavors.
To prevent this problem, limit your line length to
under 65 characters per line. This can be
accomplished by using a hard carriage return
(hit enter) at the end of each line.
If you'd rather not have to manually format your
text, you can do so online at the following web
When placing web addresses within an email message,
some email programs will automatically create live
links with web addresses beginning with "www."
However, other email programs will only create live
links when the web address begins with http://. To
alleviate this problem, always include the full
URL beginning with http://.
The America Online email program is in a class of
its own. Their email program won't create live
links with any form of web address. In order to
create a live link within AOL, you must include a
complete HTML link. To accommodate all of your
readers, consider including two links for each URL
-- one beginning with http:// and the other with
the complete HTML link code.
When including an email address within an email
message, always include "mailto:" directly in front
of the email address. This will enable most email
programs to create a live email link. AOL will require
the complete "mailto:" HTML code.
Another important consideration is the use of
punctuation with web addresses -- especially periods.
Some email programs will include periods within a
live link. When clicked on, the browser will return
an error. There are a couple of ways to alleviate
this problem. You can enclose your web address with
brackets and place a period after the closing bracket . Or, you can place your
web address on a separate line like this:
When including a long web address within your
message, some email programs will force part of
the URL to the next line. When the live link is
created, only a portion of the URL will be live.
When clicked on, the browser will return an error.
To avoid this problem, try to keep your web
addresses short. If necessary, you may want to
consider creating a redirect HTML page with a
The appearance of your email message is an important
part of your professional image. If you follow
these simple guidelines, you can almost completely
alleviate these potential problems.
Copyright © Shelley Lowery
About the Author:
Shelley Lowery is the author of the acclaimed
web design course, Web Design Mastery.
And, Ebook Starter - Give Your Ebooks the look
and feel of a REAL book.
to sign up for a complimentary subscription to
Etips and receive a copy of the acclaimed ebook,
"Killer Internet Marketing Strategies."
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