How it LOOKS makes a big impact on readers, too. Here is how to format your email.

Width: Be sure to format your email message in a table that is not over 60/65 characters wide. If you exceed that, your message may be cut off on the right side of the screen or, at the very least, not print properly

Images: Try to avoid using graphics whenever possible. People with slow connections will have trouble downloading them, and people reading your message offline won't see them at all.

Bolding: Use bolding just to emphasize the biggest and best benefits in the offer. You should be able to scan the message and instantly understand the biggest benefits

Bullets: Using bulleted points is one of the best ways to break up your copy and make some of your key points really stand out. As will all formatting techniques, make sure to don't swamp your email with bullet points.

Finally, once you've written the letter, give it a final "scan test." Set it aside for an hour, then return to it with fresh eyes BUT don't read it word for word. Scan over the letter and see which sections jump out at you. Make sure that those sections contain the key benefits.

Stick to these few simple rules, and you'll have no trouble turning out emails that get a response, because your customers actually WANT to receive them!

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