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Write the Perfect E-mailBy: Kim T. Gordon E-mail marketing is the hottest ticket today, and mailings to opt-in lists now yield higher results than traditional direct mail at a considerably lower cost. Everyone's looking for that magic formula -- exactly the right message that will electrify their opt-in campaigns. But the proliferation of e-mail, including the staggering barrage of Spam, makes it tough to stand out from the crowd. If you’re looking to maximize sales, here are 8 tips for writing e-mail messages that produce top results. 1. Choose a great subject line. Creating the wrong subject line can torpedo your campaign. It's that simple. Steer clear of misleading or mysterious subject lines and be straight with the e-mail recipients. Nothing screams Spam louder than, "How are you?" or "Hi." An effective subject line must include a benefit and relate directly to your offer, such as, "Save 60% on tape stock." 2. Have a solid hook. The first one or two sentences contain your hook and are the most critical part of your e-mail. The hook is the central thought or message of your mailing. It should be clear, provocative and intriguing, because if the hook doesn't tantalize readers, you've lost them. Be sure it’s outer-directed and focuses on what "you'll get," not on what "we offer." 3. Tell them what to do. The body of your e-mail should contain two or three short paragraphs -- no more. And the best length is under 250 words. The body copy should support your hook using tangible benefits, then close with a call-to-action. Tell readers exactly what you want them to do next and include hyperlinks that enable them to do it, such as "click here to register." 4. Use clear, direct language. A well-written message uses the active voice, short, clear sentences and goes right to the point. This is crucial since as many as half your recipients will read just the first few sentences before deciding whether to continue. If writing isn't your strong suit, consider hiring an experienced e-mail copywriter. 5. Focus on your offer. Your e-mail should have one subject, and one subject only. Resist the temptation to make multiple offers, which may confuse your recipients and 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 to take advantage of the offer. Be sure to include all vital data, such as pricing, delivery and deadlines. It's unreasonable to expect customers to visit your Web site to get the information they need to evaluate your e-mail offer. 7. Include a P.S. While a postscript isn’t mandatory, just like in traditional direct mail, it can help grab the readers' attention. Often, recipients will read the subject line then the hook, scan key elements and go directly to the P.S. It should restate your hook and is a great opportunity to highlight your offer. After the P.S., always give recipients a way to unsubscribe from your list. This is generally the last link at the bottom of your e-mail. 8. Make it readable. The best copy can't sell if your e-mail looks too dense or jumbled. So keep paragraphs to just three or four lines each and double space between them. Use bullets, dashes or stars to emphasize key copy points, but avoid putting text in all caps or using multiple exclamation points. Set your text width at 68 characters or less per line so it will display correctly in all e-mail applications. And avoid breaking up (or wrapping) URLs into two lines, since this can cause technical problems. With these barriers eliminated, you'll make it easy for customers to take advantage of your offer and dramatically boost your results. Get In-depth Coaching on this Topic>>Kim T. Gordon's columns and articles are read by more than 3 million small-business owners each month. She is a small-business expert and the author of four books, including Maximum Marketing, Minimum Dollars: The Top 50 Ways to Grow Your Small Business. Copyrighted material. May not be reproduced in whole or part without expressed permission from the author. |
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