Avoid including attachments.
People nowadays are wary about opening attachments, especially when they come from a company they’re in contact with for the first time. Attachments, after all, are one of the favorite tools of hackers for infecting computers with worms, bugs, viruses, and other kinds of malware. If you have a lot to say, try compressing it to fit the body of your email.

Avoid using images.
Graphics of any kind require more time to download; time that your readers may not have or are unwilling to give. If you need to use images, make sure that they’re small enough for easy downloading. If they have to be large, on the other hand, make sure that they’re spliced to facilitate their display.

In the event that the images still don’t show up in your recipients email server then make sure you’ve got a textual backup ready to fill the gap.

Keep it short but sweet.
If you want to wax poetry about your products and services, you can do that on your own turf like your blog or website. You cannot however do that in your email campaign since you’ll be in your customers territory and not yours. Thus, they have the power to tune out or shut you off any time they want. You can prevent that by keeping your message short but sweet.

Make sure your email won’t be mistaken for SPAM.
Assuming that you’ve done the right thing and were able to obtain your customers email addresses with their consent, make sure you have their approval as well for contacting them before sending out your email advertisements.

Don’t forget to include contact details.
You could get so busy perfecting the content of your email advertisement that you end up forgetting providing your recipients with your contact details. If you make that mistake, all your hard work will be for naught! Make sure that your contact details include your business name, address, landline, mobile and fax number, email and website address. Lastly, make sure to place it in a highly visible area!

Have the end product tested and reviewed before sending.
Try getting a sample audience and see how they react to your email ad. If the feedbacks positive then send away! If the feedbacks are negative then its back to the drawing board. Just work hard on your email ad and you’re sure to come up with something good in no time!