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Internet Business
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Ten Ways to Improve Your Email CopyBy Hostway There are specific tips you can follow to increase the chances that your email is read and creates the results you’re after. Follow these ten ways to improve your email copy to get the best possible response for you next eBlast. 1. Subject LineYour email subject line will determine whether or not the rest of the message is ever read. Remember to keep it straightforward.
2. Opening SentenceAll the qualities that apply to a good subject line apply to your opening line. In fact, many successful emails use their subject line as the opening line, with a slight variation. It’s not redundant; it sets the tone for the message and can act as a header. 3. Action WordsDon’t let the passive voice creep into your message. For effective messages, you need to grab attention. Start sentences with directives like “Save,” “Ac,” “Click,” “Get,” “Shop,” etc. Usability studies have shown time and again that including a direct call to action can significantly improve response rates. 4. Set the Right ToneYour email tone depends on two factors: your audience and business. Keep your email tone consistent with your Web site. The last thing you want is a customer to click through your email and land on your site feeling surprised or confused. 5. Know your ReaderIf you have no idea who will be reading your email, you’ll have a tough time writing a compelling, persuasive message. Only when you clearly identify your target market, can you determine the best way to reach him or her. 6. Repeat the OfferRepeat your offer throughout the message. At a minimum, it should be in the opening and closing lines of your email. 7. Be BriefThe truth is that the average person doesn’t really read email. When confronted with a big block of text on their computer screen, most people’s eyes will automatically skip over it. To encourage readers to take notice:
8. Create UrgencyA sense of urgency in your email will encourage readers to click through right then, rather than waiting. If your savings offer ends soon, stress it! Even if it doesn’t, include words like “hurry!” and “now” and “for a limited time only.” 9. Keep it SimpleClear writing with a direct message will always get a better response than overly detailed copy with too much information. Don’t overwhelm your readers with a long list of products and prices. Give them a taste that encourages them to click through to your Web site. 10. In ClosingEnd your email on a familiar note and choose the closing that’s right for your business. Examples include: “Sincerely, The team at Mike’s Fish Supply Shop” or “Sincerely, John Wilson, President.” Also, be sure to repeat your offer and call to action so that your reader knows what to do next. Hostway Corporation helps small- and medium-sized businesses increase sales with innovative Web hosting packages that include an easy-to-use Web site builder, a built-in mechanism for driving traffic and an email marketing platform. Founded in 1998, the company currently serves more than 600,000 customers across the globe and operates over 250,000 square feet of state-of-the-art data centers with a direct presence in 13 countries, 17 worldwide operation centers and more than 700 employees.
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