10 Tips for Writing Productive E-mail Copy
The how-to's of writing effective e-mail advertising copy are evolving, as with everything else on the Internet. And while e-mail copy has major similarities with other types of direct response advertising copy, it also has major differences.These guidelines for writing effective e-mail advertising copy should give you a headstart:
1. Think of your subject line as your headline. Write a subject line that is personally meaningful to your reader. A tip from experienced writers of e-mail copy is to keep your subject line short—from three to five words maximum.
2. Clearly identify the sender of the e-mail. It's the relationship between the sender and the recipient that sets the stage for the message to follow.
3. Make your message appropriately personal. This assumes your reader has opted-in to receive your e-mail and has shown an interest in hearing from you. Write for an audience of one (this isn't broadcast radio or TV) and keep it appropriately conversational.
4. Keep your e-mail message short, focused and relevant. Get to your point and make it quickly and clearly—don't waste your reader's time and energy.
5. Keep paragraphs short (maximum of four to six lines). The maximum message length should be two to three paragraphs or fewer than 300 words.
6. Skip lines between paragraphs to make copy easier to read.
7. Make an offer that provides a good reason for your reader to buy or act now. Include a compelling reason to visit your Web site or buy now online (i.e. free trial, free shipping, online discount, etc.)
8. Stick to one subject, product or offer. If you have multiple things to talk about, send multiple messages. If you find your copy getting too long, go back and see if you're trying to do too much in one e-mail.
9. Make your offer early in the message so the reader can hit reply or click on a link to respond without having to read the entire message.
10. Include a specific call to action. Drive them to your Web site or e-commerce site. The last thing you want to do is to send them surfing, at which point they're as good-as-gone.