Following are some noteworthy characteristics of e-mail that a writer should keep in mind:

• Most business or personal e-mail is relatively short -- perhaps 50 to 100 words (contrast this to the 1,000 to 2,000 words in a typical direct mail letter).
• We expect to see the sender's name and a subject line which, hopefully, summarizes the contents and allows us to file or prioritize the e-mail.
• It is common practice to include links in both personal and business e-mails.
• The vast majority of personal and business e-mails we receive are in plain text or minimal HTML, as opposed to complex HTML.
• Complex HTML e-mails may be an inconvenience since loading glitches or slow downloads can and do occur. Also, complex HTML emails score higher on spam tests and may not be delivered. We define a “complex” e-mail as one containing background screens, photos, borders etc.
• Minimal HTML (defined as bold face, underlining and two to three typefaces) loads quickly and is likely to increase your response. It just looks more like a real letter, and less like a sales pitch.

General formatting of the message

• The first thing in the e-mail, after the address block and salutation, should be your message. It makes no sense to start an e-mail with boilerplate, unsubscribe information or anything else. Get to the point -- preferably with a request for action.
• Place your “unsubscribe” or “remove me from this list” option at the end of the letter along with any other "boilerplate" you feel is essential. (See our article on CAN-SPAM compliance.) Use clear language to advise the reader on the actions they need to take in order to unsubscribe.
• If your goal is to drive readers to a web page so they can donate, sign a petition or take some other action, then place links at both the beginning of the e-mail and the end to save the reader the hassle of scrolling.
• Bullet items are a useful tool, easily scanned by the reader, and help get your information across with fewer words.

Read Part II - Creativity vs. Communication

NPA’s Jeremy Squire is a direct response writer who has worked for a wide variety of charitable and political organizations during 25 years as a fund raising copywriter.

July 2002 (revised February 2008)