E-mail marketing is far more than passing pass filters. In fact, better email copying begins only when the client opens the email.

Writing better emails is about reading good. Contrary to a breakfast or a letter from a summer camp to a mum, e-mail readers are very impatient – probably less than five seconds to get the reader's attention. If you do not receive the reader's attention, you can delete the email or, worse, press the spam button.

Begins with the first sentence of the introductory paragraph. The first sentence must be the curiosity of the reader and you want to read more. Often this means that the first sentence must be somewhat controversial. Starting from a question is a good way to get things to understand the reader. For example, another way to start this blog might be "Have you ever read an email that's crazy?" Did I get your attention? If so, read it.

Your curiosity is now getting wet, the first paragraph must give the goods: the four "Ws and one H". The leading paragraph should specify who, what, when, where, why and how. This is extremely important for e-mail marketing as the reader will not read the first paragraph. Nevertheless, the ultimate goal is to explain the benefits of a reader's offer in the middle of the email or the next paragraph.

These benefits can best appear in bullets:

– three or five balls will suffice

– the benefits must be crisp, clear and tangible

– be written in the reader's language

-mail calls for an action that is the next step for the reader. This can be a "Buy Now" link, dial an 800 number or visit a landing page. This incentive for action must be immediate and easy.

One more thing: you just sent a topic via email. Respect the reader's busy schedule and reach the point, but only one point.

John Bradley Jackson

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