Normally, seven to ten words in the subject line provide enough reasons to open the email. To encourage open rates and click through, test different propositions, learn from past experiences and avoid spam techniques like 'pounds' and 'FREE'.
The objective of the sender identity is to connect to the reader, explaining who you are and why you have targeted them. Make sure that consent was collected and unsubscribe procedures are in place.
The content section should describe the main benefits. Most users only scan emails so use bullet points, make the text punchy and put the call to action in the first paragraph where it is easy to find and easy to click.
Relevance is important as response rates are higher if the email is customised to the recipient or has been requested.
Email is a much more impulsive medium than traditional DM and, as marketers, we should take advantage of this immediacy. It is also much more measurable so success or failure is indelibly obvious. Applying these simple techniques, monitoring and continually testing will ensure the greatest return on marketing investment.