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Follow these eight points and hopefully you'll get the most out of your email content:

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1. Remember that less is more.
2. Decide content carefully –don’t provide excess information.
3. Balance the variety of information. For example, the content could vary from categories such as events and travel to benefits and news.
4. There should be a maximum of 3 offers in an email to ensure customers are not overwhelmed. This should result in higher response levels.
5. Ensure a call to action is included and clearly visible.
6. Make clear where/who the email is from. A signature is recommended as it strengthens the relationship between customers and the company
7. Personalisation results in higher levels of customers responding to the email (e.g. ‘Dear Sam...’).
8. The call to action should not be set up only as a graphic. Make sure that customers who use text emails see the call to action information as well.