Email campaigns can be one of the best and cheapest methods to provide information to those who seek it. The key expression here is those who seek it . Information and time are wasted on those who do not care about the information you provide. For those who do desire information regarding your company, you have to provide a compelling enough reason for them to open the email. Remember, most emails are instantly deleted, even without a single glance at the content of the email. So how do you create an email that will compel your recipients to open it? Make sure that people who want to receive your emails can receive it: The best way to get an email open is to have it sent to those who actually want to read it. The best way to do this is to provide a link on your website and/or a link within your email for customers to “sign up” or “subscribe” or “unsubscribe” to receive newsletters/emails. Remove those who don’t desire communication: For those who want to opt out of any communication from your company, make sure to remove them from your distribution list. Sending unwanted emails will only create feelings of annoyance and ill will regarding your company. Bad worth of mouth can only work toward hurting your reputation. Do not spam your contact list: Remember, it is about the quality of the information provided, not the quantity or frequency. Ask yourself, what is appropriate for your customer base and industry? Do you have enough compelling and interesting topics that you can provide an entertaining and informative email every week? Twice a month? Once a month? Make sure that whatever frequency you choose, the content of your emails is relevant and informative, not frivolous and fluff. Create a compelling subject line: Does your subject line give your contacts a compelling enough reason to open your email? Does it cover the content of the email? Does it provide a call to action? Keep your readers on the edge of their seat, excited to open the email and see what’s next. Mixture of Media : Make sure that your emails include relevant images, headers, appropriate font sizes and colors, and links back to your website and other relevant web pages. Note: if you plan to use font sizes and colors to call attention to headers vs text, make sure there is symmetry. If a header is blue, make sure all headers are blue-unless you want to call attention to a single header. Remember, too much difference can be too busy. Symmetry, symmetry, symmetry.