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How to create an email flyer

Updated March 23, 2017

E-mail marketing is an amazing tool, and creating an e-mail flyer is fun! "Email flyer" is a broad term. For the purposes of this article, let us assume this one is an html advertisement, comparable to the ones you receive from and other retailers. E-mail marketing draws responses comparable to those from direct mail for a fraction of the cost.

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  1. Creative. Use a template, especially if you are a beginner. There are a multitude of good ones on the market. Just choose carefully to find one that adapts well to your colour scheme and logo.

  2. Design Elements. Consider a few design elements, even when using a template. As a consideration for people with visual disabilities, look for templates with high contrast, sans serif fonts and medium font sizes. Ensure that imagery is appropriate to the audience and the season. Make sure your branding is consistent with other marketing vehicles, such as signs, brochures and letterhead. Confirm that all hyperlinks are underlined and consistent in colour.

  3. Goals. Develop a clear goal for what you want your e-mail flyer to accomplish. If you don't know, your reader won't know, and he will perceive your e-mail as just more "noise." Make it easy for your reader to take the desired action. Keep your request clear and straightforward, your registration forms simple, and your navigation direct. Ensure that your message is tailored to the audience. An e-mail to college students may take a tone far different from an e-mail to a group of corporate investors. Make sure that your call to action is clearly visible and the reader does not have to scroll to locate it. It should be placed in a location and formatted in a manner that the eye is naturally drawn to it. Convey a sense of urgency by incorporating expiration dates on your offers. This will also protect you form liability in case a customer saves the email flyer and wants the same price three years later. Personalise your e-mails, both in the subject line and in the body of the email whenever possible.

  4. Copy. Write your copy with an active voice and go heavy on the verbs. Copy must be easily scannable, as you will have less than one second to capture your reader's attention. Writing your e-mail flyer in a conversational tone is fine but avoid overused words and poor grammar.

  5. Functionality. Make sure all navigation is clear and user friendly. Double-check every link to ensure that it works properly and goes to the appropriate web page. Include a link to your privacy policy on every page. If you include a link that takes the reader to a site other than your own, provide notification that they are leaving your site and that the policies of the site they are entering may be different from your own. As a general rule do not request personal information directly from an e-mail. It is a tactic frequently used by criminals and has come to be viewed as bad form by most reputable emailers.

  6. Legal Requirements. Your subject line must be indicative of the actual content of the email. You are required to include your physical address in the email. You must provide the reader with the opportunity to opt out of future marketing mailings. "Adult" content should never be distributed via e-mail. The "From" line of your e-mail must be accurate. Be sure to include all appropriate disclaimers. Publish images only when you have the legal right to do so. Copyright your content if you want it protected.

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Things You'll Need

  • An html template
  • A marketing offer

About the Author

Karen Y. Larkin was a contributing author to the critically acclaimed "Bodywise Woman," published in 1996. She has also written extensively for "The Melpomene Journal for Women's Health," U.S. Bank, and Love to Know. She hold a bachelor's degree in English.

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