2. Choose a tailor-made template. "Just grabbing the first template you see and slapping some branding and copy in there isn’t going to make you any fans," McGinnty says. Choose the template suited for the job (newsletters aren't product pitches; event invitations aren't customer surveys; new-product announcements aren't time-limited offers; and so forth).
5. Keep it brief. Don't be the guy at the party who won't shut up. Remember, you can always blast the same readers another day.
8. Trust the inverted pyramid. McGinnty urges you to think like a journalist about your emails. "At the top, a snappy headline that highlights the core message, supported by information and visuals that help persuade readers to click through. Then a no BS call to action button that gives no room for confusion on what to do."
10. Edit, edit, edit. Strive for clarity by cutting anything that can distract readers or go into another day's email. "Be tactical and review your email marketing piece like a chef eyes a plate before serving it up to a popular food critic," McGinnty says.