| 1. |
While you can use long letters in direct mail, they rarely work with email. That’s because attention span is less (the finger is hovering above the delete button). Your purpose will probably be to drive the reader as fast as possible to a website, hyperlink or email enquiry form. So greet your reader with your best offer. Keep it short and punchy, and use lots of links in the text.
Be careful of using words like FREE, ££s, AMAZING, NEW etc. especially in the subject line. They send readers heading for the delete button – that is if the message hasn’t been filtered as SPAM already. You can check your email through one of the commercially available Spam checkers. |
| 2. |
Pay careful attention to the subject line – this is your headline. By including the recipient’s name you can lift email opening rates considerably. |
| 3. |
Don’t just expect your reader to click – tell them to click. |
| 4. |
Use plainly designed typefaces (serif) for better comprehension. |
| 5. |
Avoid exclamation marks. They act as a flag for Spam content filters. |
| 6. |
Try to keep your letter less than 80 characters wide – some email readers will create line breaks on anything longer. |
| 7. |
Have a link to your Privacy Policy included in your emails – this engenders respect and confidence in your company. |
| 8. |
Incorporate a clear unsubscribe message |
| 9. |
Test your copy against content filters prior to sending. |
