• Use a template – this helps maintain consistency and your readers will start to recognise your brand
• Make sure the first half of your email gets the right message across, and draws people in
• Use a grid format – don’t be afraid of white space, and let your words have room to breathe
• Don’t use lots of typefaces, bold text, underlines and colours – it’s confusing to the eye. Keep it simple and just use one or two styles (e.g. one for headlines, one for text)
• Use images carefully – many email clients automatically block images. Make sure your email works without them, just in case they don’t download when your email is received
• Write for the web – keep it short and to the point. Cut out any unnecessary words
• Direct people to your website to read more – this way you can keep the email succinct, and you can use pictures on your website if they are crucial e.g. product images

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