How to Design an Email Blast

By Laurie Rappeport

Marketers often turn to Internet strategies to promote their products and services. These marketers want to send an informative and helpful email message that provides the email recipients with data that they may wish to know and opportunities that they might wish to pursue. A marketer must create an email message that maintains the objective of informing the largest number of people possible about the advertised product or service. An email blast can, if properly crafted, perform this function effectively.

Things You'll Need

  • Internet access

Step 1

Review rules, regulations, and laws regarding sending email. The Federal Trade Commission (ftc.gov) regulates mass emailing and has the responsibility for monitoring compliance with existing laws. Emailers may not put false, deceptive, or misleading information in an email message or its subject line. Advertising email must have information that identifies it as such and must disclose the location of the email sender. Each email message must contain instructions for any recipient who wishes to opt out of future email messages, and email senders must honor recipient opt-out requests promptly. Email senders must also accept responsibility for any email provider or company that sends out email in their name.

Step 2

Choose a company that sends out mass email. Many email providers will not send out more than a dozen email messages at a time, and many email providers will block email messages that have been sent out to a large number of other recipients. Companies that send out mass email can bypass these restrictions, allowing an email blast to reach thousands of people at a time. Companies that can send out mass email include Green Chair Marketing Group (greenchair.net), ConstantContact (ConstantContact.com), and HieroWeb Interactive (hiero.com).

Step 3

Use the company's email template. Templates allow marketers to insert text, graphic images, and photos and hyperlinks into an email message quickly. An email template breaks up the sections of the email message into easy-to-read paragraphs. Templates from email companies allow users to change font style, size, and color, as well as insert a background color. Email companies offer a number of templates, ranging from versions for non-profits to those suitable for businesses. Users can also choose templates that suit the season or an upcoming holiday.

Step 4

Place the email blast's key message near or at or the top of the email message. Include links to the sender's website's key landing pages. A website's key landing pages highlight the most informative and comprehensive information on the website, allowing a searcher to surf the website afterward for more detailed information. Design the email blast with low-resolution photos and graphics that will load quickly on the recipient's email programs.

Step 5

Create an email message that stays consistent with the brand and message of the product or service. Mention the product or service repeatedly throughout the email message and keep the style suitable for the marketed product or service. If the email's intention involves sending a chatty update to inform donors about the project that they contribute to, maintain that tone throughout the email message. If the email blast gives readers updates on a business's stock market success, that's a different tone and should stay consistent throughout the email message.

Step 6

Write a good eye-catching subject line for the email blast that will intrigue and capture the interest of the recipients.

Step 7

Open the email blast with the recipient's name. (Email companies have programming options that allow email messages to send with individualized greetings.) End the email message with a personalized signature line and send the messages from a real person's email address instead of a generic email address. Personalize the email message as much as possible by personalizing the content to attract the attention of the recipients. Consider including a short vignette or story that personalizes the message of the email blast.