Articles

No-Fail e-Mail

MASTER THE VALUABLE ART OF WRITING E-MAIL MARKETING MESSAGES

By Kim T. Gordon - Entreperneur February 2007

E-Mail Marketing is the hottest ticket today, and mailings to opt-in lists now yield higher results than direct mail, and at a lower cost. Everyone is looking for that magic formula - the perfect message that will electrify opt-in campaigns. But the proliferation of e-mail makes it tough to stand out. Here are eight tips for writing e-mails that produce top results:

1. Choose a great subject line

Steer clear of misleading or mysterious subject lines. Nothing screams spam louder than "How are you". An effective subject line includes a benefit and relates directly to your offer, such as" "Save 60% on tape stock."

2. Have a solid hook

The first few sentences contain your hook and are the most critical part of your e-mail. The hook is the central message of your mailing. It should be clear and intriguing. Be sure it focuses on what a customer will get, not on what you offer - sell the benefits.

3. Tell readers what to do.

Your e-mail should have two or three paragraphs, no more. Total length should be less than 250 words. The body should support your hook using benefits, then close with a call to action. Tell readers what you want them to do and include hyperlinks such as "Click here to register now".

4. Use clear, direct language

A well written message uses the active voice and has short, concise sentences. This is crucial because as many as half of your recipients will read just the first few sentences before deciding to continue. If writing isn't your strong point, consider hiring an e-mail copywriter.

5. Focus on your offer

Your e-mail should have one subject only. Resist the temtation to make multiple offers, which may confuse your recipients and in fact dilute your message.

6. Don't drop the ball

Some e-mail marketing messages fall short because they fail to include all the information customers need. Be sure to include vital data, such as pricing and deadlines. It's unreasonable to expect customers to visit your site to get the information they need to evaluate your e-mail offer.

7. Include a postscript

While a postscript isn't mandatory, it grabs attention. Often, recipients will read the subject line and the hook, scan key elements and go directly to the PS. It should restate your hook and highlight your offer. After the PS, give recipients a way to unsubscribe from your list. This is generally the last link at the bottom of the e-mail.

8. Make it readable

Even the best copy can't sell if your e-mail looks too dense. Keep paragraphs to three or four lines add double-spacing. Use bullets or stars to emphasise key points, but avaid text in all caps or multiple exclamation points. Set text widt at 68 characters or less per line so it displays correctly in e-mail applications. Also, avoid breaking or wrapping URL's into two lines as it may cause technical problems. By eliminating these barriers, it will be easy for customers to take advantage of your offer and dramatically boost your results.