Who can resist the articles that tell you the ten most essential ways to cut your hair
? Given the delight website publishers take in putting them online they must be as fascinating for others. There is something so enticing about a list of headings.
It is tempting when considering the content of your next email to follow such obviously well read examples but you should take care. Email marketing has different requirements. Your readers scan.
They will read the headline. If it interests them enough to keep on reading they will glance at the pictures and then just run their eyes quickly through the body of text. You must grab their attention and this is where bullet points can be useful.
Forget Power Point presentations but then dont we always as your audience will not be captive. Do not save the best till last, like a cherry on the cake. You need to stun your readers with exactly the words that will excite them.
So how do you go about it? Firstly, you know those on your email lists, or at least you should, and you will if you are successful. It is the one essential of email marketing. Ask yourself why they buy your products or services.
Is it the cutting edge software you sell? If your latest upgrade of the website programme includes full wysiwyg then the first bullet point should be:
Full WYSIWYG
Simple, short and easily understood, at least by those on your email lists, the only ones who count.
The next should be equally impactive. Find out what your rivals are criticised for. If its their interface:
Award winning interface
And finally the savings:
30% off
Three or four points is probably all you will need as if they are still reading they will be looking for details rather than headings. Have a click through at each bullet point and do not make them read on.
In email marketing there is just one essential. Everything in the email must be directed at selling. Bullet points should have that same function. If any word is not doing just that, it should go.