Electronic Direct Marketing (EDM) Content and Layout

Follow these general guidelines when you create EDM content:

• Content should be link heavy. The purpose of EDM is to drive people to a web site while delivering useful content.

• Content should be personal. For example, the use of a name (e.g. "Dear Carrie") is better for customer engagement than impersonal greetings (e.g. "Dear Webinar Participant")

• Place the call to action in the top section of the message

• Add a return address
  Note: When including a return address, ensure that reply handlers are configured appropriately for the message. For more information on reply handlers, please see Creating New Conversations.

• For larger messages, insert a table of contents at the top with links to each of the listed topics

• The more concise the message, the better the chances of click-through and conversion

• Place an "Unsubscribe" notice at the bottom of the message. Please see Subscribe and Unsubscribe Campaigns.

• Edit content for spelling before sending it to a staging site