When it comes to creating body content for your email marketing, there are usually 2 schools of thought:
- The shorter the better -- don't drown people in info
- The longer the better -- address every concern, provide every detail, and use as much information as possible to gain the reader's trust to close the sale
You may be wondering where I stand...
My philosophy has always been to use both.
I'll tell you why in a minute.
The best way to start an email is to write as if you're speaking to a friend. After all, people can immediately sense the warmness of a friendly stranger versus the frigid atmosphere of a determined salesperson.
Remember that your products or services provide real value, so start there.
Then, after your brief introduction as to who you are, how the reader will benefit from dealing with you, and how nobody else can provide this benefit to them, add a quick call-to-action.
Now, for our politicians, we'll embed a link to their fundraising page right into the call to action, just like this:
I recommend this to business owners too; however, sometimes you may just want them to call you, or simply email you back. It's really up to you.
Once you're done adding the content above, now below the call-to-action, you can add all the bells and whistles, such as (all are optional based on your offering):
- Additional sales copy
- Competitor comparisons
- Research & Development Figures
The bottom line is there are 2 types of people that read email:
- Synthetical: People that will skim your email just to get a good sense of what you're offering.
- Analytical: People that will read... every..... damn..... word..... you write.
Both of these people's needs must be addressed, so ensure you're adding all of the detailed information necessary for the analytical person, while using strategic images, phrases, colors, symbols and word formatting to quickly convey your entire message to the synthetical reader.
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