Many businesses are attracted by the simplicity and relatively low cost of e-mail marketing, so it makes a good template for how to design web-based marketing material overall. Maximizing the impact of e-mails and any web communication is not difficult if you follow the best practices for writing, design, and “netiquette”.

Writing: Web writing should be in the form of short and direct “datachunks” because people read slower on-screen. Also, because they are busy, viewers constantly question the worth of what they are reading. Tips for effective web writing include:

• A catchy subject line or headline.
  
  
• A strong first paragraph that offers a benefit.
  
  
• Provision of useful information, with a muted sales pitch.
  
  
• Scanability, or ease of reading (on-screen readers tend to skip around looking for words of interest, rather than reading from left to right).

Design: Design in email, e-newsletters and web pages should be consistent. Generally, all rules that apply to HTML page design also govern other material supplied in e-mail or on the Web. Design elements to consider are:

• Smaller columns - instead of long lines break out boxes or links on either side of copy.
  
  
• A graphical header with links - typical links are to your homepage, contact page, unsubscribe page, search page, company profile, content, and, sometimes, an archive.
  
  
• Light graphics - Simply because they can, some designers load web-based material with all kinds of intense graphics that clutter the page and take too long to download. Predictably, users have rebelled by avoiding the material. So, keep it simple.
  
  
• Limited use of the fancy stuff - Rich media such as flash, animation, JavaScript rollovers, and sound sometimes can improve a site but often can also present problems for those users who aren’t early adopters of every new web design trick. Use these sparingly and only when they have a purpose.