Finally, ask only for the user’s email address and name, followed by a big button with a verb label: “Subscribe.” Very simple, yet packed with just the right information! How frustrating is it when you attempt to sign up for an e-mail newsletter, only to be confronted with a form that asks for your address, age, phone number, mother’s maiden name, favorite pet…? All we really need is their email address and, if we want to push a bit further, their name. They are giving you their attention, so at least respect them and don’t ask for unnecessary data.

Prior to sending any e-mail broadcasts, you will want to make sure you are acting as a 'responsible' e-mail marketer, and will need to familiarize yourself with the "CAN-SPAM Act". This is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. For more information about the CAN-SPAM Act, click here.

Congratulations! Your sign-up form is up and running, and you’re ready to send out some content -- time to figure out what the focus of our newsletter will be. Is your goal to build a following for your website content, announce upcoming events, keep members apprised of current happenings, etc.?  No matter the focus or goal, you’ll want it to be as readable and scannable as possible.

"Users spend 51 seconds reading the average newsletter. The layout and writing both need superb usability to survive in the high-pressure environment of a crowded inbox." Click here to visit Jakob's site.