For Better Emarketing Results, Write Better Email

If you want better response, concentrate on the three most important things about writing better email copy:

First, write effective subject lines.
Second, never forget WIIFM (what's in it for me?)—the value proposition.
Think from the prospect or customers’ perspective.
Third, remember that less is more.
Convey your sales message quickly and succinctly.

For Better Emarketing Results, Write Better Email

On the subject of Subject Lines:
First, with email you need to capture readers’ attention even faster and with fewer words. That’s because business professionals average 75 to 100 emails per day—and they’re looking for reasons to delete emails, not to open and read them.

Second, you have to realize that hard-copy letters look more “official” than messages on a screen and, therefore, they can still get more attention and seem more authoritative if you’re not careful with your email.
Third, you do have to make the most of the subject line, which is challenging.

Also: maintain a professional tone, just as you do on paper; don't treat email as instant messaging, always proofread, be brief and get to the point quickly. And don’t forget to include a call to action, just as in direct mail. What do you want the customer to do next? Your email must tell them.

A strong subject line is your best opportunity to capture the reader’s interest; be specific and use words that act as directional tag lines—words like action, update, request, and attached. These make your messages much more likely to be opened and responded to.

Beware of words that discourage opening your email.
Examples: high priority, FREE and FYI.
It can be easier to write an effective subject line after you write the body of your email. By the time you’re done writing, you know better what’s best to emphasize. Just don’t forget to add the subject line.

Your email should immediately emphasize your product’s problem-solving ability. Another mistake is TMI, or Too Much Information.

Don't think that a single email will grab a prospect’s attention enough to sell something. What you need are multiple “touches,” as personal as possible, that will make prospects think you’re professionally persistent but not pesky. These other touches can be handled through email, direct mail, a phone call, a white paper, a small gift in the mail, postcards, a newsletter, a relevant article, and so on.

This is a short synopsis of an article by Judy Kidd Griffin from AMA's Marketing Fast Facts (yes, AMA membership has it's perks!).

Read the full story and more about Judy—principal of the Write Angles coaching firm in Research Triangle Park, North Carolina and associate of Jim Kidd Sales Coach at http://www.writeangles.org/aboutjudy.html .