Wednesday, January 28, 2009

Effective Promotional E-mail Writing Tips

  • Don't go crazy with design. Large images take a long time to load (not a good thing when you are trying to grab someone's attention), and many people don't view images or HTML formatting in their e-mail for security reasons. If you do use images, use tags so that people who don't load graphics can still get some information.
  • DON'T USE ALL CAPS! (See, you don't like being yelled at, either.)
  • And not too many exclamation points, either!!!!!!!!!! One is usually too many. Remember: Your credibility is inversely proportional to the number of exclamation points used in your e-mail.
  • Customize every e-mail to give it the personal touch. "Dear Matt" goes further than "Attention."
  • Don't include attachments. People shouldn't open attachments from a sender they don't know, so you shouldn't include one.
  • Use an individual account with a person's name, not an address that sounds automated. Would you open an e-mail from
  • Write a subject line that is short and to the point, and that engages the reader. If you can work a feature and a benefit in there, even better. Consider a teaser like "Is your network secure?" if you're in the network security business.
  • Begin with a question that illustrates the value of your product or service to that customer. It's a natural way to begin a conversation and pique the customer's interest.
  • Make your point clearly and concisely. Focus the reader's attention on your product or service and how you or it can help them. Don't waste the reader's time.
  • Show your customers what you can do for them. Include a sentence or two about how you've helped other customers. Be as specific as possible.
  • End with a call to action (think "act now"). Ask the reader to follow a link to your Web site for more information.

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