Bullet point rules

Bullet point rules

Bullet point rules

There is a very good reason that bullet points are so popular in email marketing. They are hardly cutting edge but are just as far from being blunt so they should not be ignored just because everyone uses them. They are everywhere for good reasons.

Like any other form, email marketing has its own requirements and a bullet point list drawn from a Power Point presentation without modification is a waste of time and opportunity. So here are a few rules to bear in mind when going through the marketing email just before hitting the Send button.

No rules

In many ways it is unfortunate that in email marketing there are no rules, apart from the ones about keeping your email lists safe and populated. Everything else is up for grabs. There is no mantra. Despite the article heading, what follows is advice. And the first bit is to only follow those rules that work for you.

What sells

It is no secret that good looking women attract, men. Going by the covers of magazines aimed primarily at women, both attract them as well. But those on your email lists might be turned on by something else, perhaps the latest upgrade to your software. Know your customers and pick words and headings that will interest them.

Dishonesty

Do not cheat. If you promise something you must deliver. If your bullet point stated that the product is half price then that it what it should be. Your emails lists will become denuded if you lie to the recipients. The unsubscribe box is all too easy to tick.

Evan S. Ant

The line between interest and obscurity is all too easy to cross. Email marketing is about the instant. It might be a very clever pun, or even a poor one as above, that you enjoyed yourself, but the email is about selling. Do not waste opportunities by being self indulgent.

Relevant

You know those on your email lists and hopefully understand what turns on their enthusiasm. This is, after all, where email marketing excels. So each comment should be targeted.

Justifiable

If those on your email lists are mainly male and of a certain age, then Cure for Baldness is likely to make them read on. In fact it will get them excited. But if you are selling hats or wigs then people will be disappointed. And that means the unsubscribe box will be ticked.

Summary

Do not overuse them. Bullet points have a precise function. They need to grab the attention, convey a piece of information and then make people click through. If it is not required then . . . well you know what not to do. Whilst the suggestion is that there should be odd numbers of bullet points, if you can only think of four then it is not a good idea to pull one out of the ether. Run with the four.

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