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Communicating e-ffectively. (Technology).

Following are some suggestions for preparing e-mails--for membership, marketing, or what have you--adapted from "Guidelines for Preparing E-Mail Copy" by Jeremy Squire, partner,, Oakton, Virginia, an Internet marketing agency for nonprofit organizations.

Keep it simple. Complex HTML coding (background screens, photos, and so on) may be an inconvenience, since loading glitches or slow downloads can occur. Simple HTML coding (such as boldface or underlining) is easily scanned by the reader and helps get your information across with fewer words.

Get to the point. Start with your message. It makes no sense to begin an e-mail with boilerplate or unsubscribe information. Place your "unsubscribe" or "remove me from this list" options at the end.

Make it easy. If your goal is to drive readers to a Web page so that they can donate, sign a petition, or take some other action, place links both at the beginning and end of the email to save the reader the hassle of scrolling.

For more guidelines, go to or send queries to
COPYRIGHT 2002 American Society of Association Executives
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Copyright 2002, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:e-mail preparation
Publication:Association Management
Article Type:Brief Article
Geographic Code:1USA
Date:Dec 1, 2002
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