要制作一封成功的电子邮件，让客户有打开的预望，您需要清楚地认识客户的需求。什么是客户的需求呢？那就是当客户打开邮件的一瞬间他们所预期的东西。在设计电子邮件营销策略时，您需要谨记成功的电子邮件所具备的4个基本要素。

To create a successful e-mail, so that customers pre-open look, you need a clear understanding of customer needs. What is the customer's needs? That is the moment when the customer opens the message what they expected. E-mail marketing strategy in the design, you need to remember that the success of e-mail with the four basic elements.

（1）不要以为您的客户在电视、商店或者报刊上看到过公司的广告。

一些自以为聪明的广告设计人员会在电视或报刊上发布广告的基础上二次创作，然后贴到电子邮件中。如果没有看过原来的广告，用户会感到莫名其妙，影响公司的品牌形象。

(1) Do not think your customers television, store, or the press have seen the company's advertising.
Since the thought of some clever advertising design staff in television or newspaper advertising based on the second creation, and then paste it to email. If you have not read the original ad, the user will feel somehow affect the company's brand image.

（2）客户不会阅读您发送的所有电子邮件

虽然我们可能每周都花尽心思地编写全新的内容，但是我们可能并不知道收件人的真实情况。有时收件人可能在度假，也许可能忙于工作，或者生病了。总之，您要明白收件人不会查收每一封邮件。明白这一点可以节省设计邮件的成本。

(2) The customer does not read all the e-mail you send
While we may rack their brains every week to write new content, but we may not know the recipient's true. Sometimes the recipient may be on holiday, perhaps busy with work, or sick. In short, you have to understand that the recipient does not check every message. Understand this message can save the cost of the design.

（3）电子邮件的内容可能不适合

我们最希望与读者分享这方面的经验了。大多数时候，广告文字编写者致力于将内容写得活泼有趣朗朗上口，把电子邮件内容写得和诗歌一样。但是事实上如果电子邮件的内容不能和客户经常时使用的关键词相匹配，那么所发送的邮件多半会石沉大海，无人问津。

例如，当IBM公司刚开始开展笔记本电脑业务时，他们决定使用ThinkPads这个名字。这个商标曾经使得IBM公司获得很大的竞争优势。许多营销人员就直接在广告中把IBM的笔记本电脑叫做ThinkPad，而不用笔记本这个关键词。但是当一个不太了解IBM公司的消费者准备购买笔记本电脑时，他们通常只是在网页上搜索“笔记本”这个关键词，由于IBM公司ThinkPads笔记本电脑的广告中没有涉及笔记本这个关键词，结果在搜索中就会被遗漏。

在搜索列表栏中显示的搜索结果直接反映了客户与您的品牌之间的联系程度。要注意，在您设计电子邮件内容的文字时，正确加入几个关键词可以提高邮件信息的影响力。一定要考虑如何将客户所想与您所想的协同在一起。

(3) e-mail content may not be suitable
We hope to share with readers the most experience in this area has. Most of the time, ad text, content writers working to write lively and interesting fluently, to the same e-mail content written and poetry. But, in fact, if the contents of the e-mail clients can not always match the keywords used, then the message will likely be met with no response sent, nobody cares.
For example, when the company started to carry out IBM notebook computer business, they decided to use the name ThinkPads. The trademark has been made, IBM was a great competitive advantage. Many marketers directly in the ad is called the IBM notebook ThinkPad, notebook instead of the keyword. But do not know when a consumer to buy IBM's laptops, they usually only on the page search for "notebook" is key words, as ThinkPads, IBM laptop notebook this ad does not involve words in the search results will be omitted in.
In the Search list box displays the search results directly reflect the customers and the link between your brand level. Note that the content of your e-mail text design, the right to join a few key words can increase the impact of e-mail messages. Must consider how customers would like to wish you the synergy together.

（4）用户未必总是在收件箱中第一次读到您发送的邮件

随着数字生活的丰富，各种数字终端设备日益普及，电子邮件可能会被各种终端设备读取，而不仅从邮箱中被人浏览。可以向读者发送一种RSS通知，也可以向移动设备发送一种SMS提醒。除了不同终端设备处理电子邮件带来的麻烦，消费者利用掌上移动设备边走边看邮件时，他们对邮件信息的关注方式和关注程度会很不一样。

设计邮件内容时要注意，以下因素会直接影响读者对邮件信息的反应：电子邮件页面的尺寸限制；读者与邮件信息的互动；读者是否在移动中浏览邮件内容。

利用您对客户的洞察力获得竞争优势

当用户在电脑收件箱中浏览电子邮件时，他们大多是很专注地阅读。然而，目前越来越多的人在移动环境下阅读电子邮件，人们的阅读方式发生了很大的变化。另外，您应该预感到客户在收到邮件之前，他们很可能已经通过其他渠道了解您的公司了。他们可能是从公司网站上火是搜索引擎中看到您的公司。在设计电子邮件的时候，应假定客户已经通过网络、搜索引擎等其他媒体接触过相关产品或者服务。而且您要明白，客户浏览邮件后，并不会立即购买。他们大多会去网络上搜索相关信息，比如搜集用户评论，或者与其他公司的相关产品进行比较。