Writing Effective
E-Mail Copy
FAQs | Glossary Of Terms | How-To Articles
Many e-mail users go through dozens, even hundreds
of spam messages mail (unsolicited commercial
e-mail, the online equivalent of mass direct mail)
every day. And just as many people throw away
junk mail, Internet users often delete spam e-mail
without reading it. Though it's nearly impossible
to craft direct e-mail that everyone will read,
there are some effective techniques for increasing
response levels.
The most important part of the message is the
subject heading. Often this determines whether
or not a user will open the message or just delete
it immediately. Try to develop a brief, relevant
subject heading that will persuade recipients
to open your message. Summarize exactly what the
message is about, or include an offer that will
compel them to act. As tempting as it may be,
you should always avoid sneaky headings unrelated
to your message. Once users read the message,
they are likely to become frustrated and delete
any future messages from the same address.
Use a conversational and informal tone to make
the message seem more friendly, open and intimate.
If the message appears stuffy or boring, users
will quickly lose interest. Always write in the
language of your audience, but don't use too many
slang words or your message (and company) will
appear unprofessional.
Keep the message short and sweet. Get to the
main points quickly as you can flesh out the important
details afterwards. Make sure your message is
clear and all pertinent details (i.e., price,
ordering instructions, product specifications,
etc.) are easy to locate. In the age of the soundbite,
most users lose interest if your message takes
too long to comprehend.
Try to motivate readers to act immediately,
whether through a "limited time offer"
or another premium. Your call to action should
include specific instructions on how to proceed.
Whether it's calling an 800 number, visiting your
Web site or purchasing the product outright, make
sure the action step is clearly stated and easy
to execute. When appropriate, include automated
links to your Web site. If a customer wants more
information before making a decision, this will
allow them to do so without feeling pressured.
Even if you have a great product, effective
copy and a list of prospects who solicited your
information, it's inevitable that some recipients
will want to remove themselves from your list.
It's important to be respectful of their wishes
and include an "unsubscribe" link at
the bottom of your message. Internet users appreciate
the ability to control their e-mail traffic, and
you can ensure that your e-mail is reaching only
those who want to receive it.
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