Email Content – Functions of Email Content

When you plan the content of your email, are you just thinking about the words, or are you thinking about the functions. Do you know what you want the reader to get out of the email? Do you know what you want to get out of the email? You only have 7 seconds to make an impression; 7 seconds to draw the reader into your email.   

Here are 3 functions to consider when you are developing your next newsletter. Which of the following functions are you using to capture the reader?

1) Above the Fold
What will your reader see when they view the email in a preview pane or first open the email? The top 250 pixels of an email tell the reader whether it is worth accepting the image downloads. Basically, this means that all someone can see is the outline for your logo, the title lines or headers, and maybe a few lines of text. Make sure that there is key information in the first few lines.

2) Consider the “F” reading pattern
When people skim through an email, they follow an “F” reading pattern. This means that they read the first line of each paragraph and scan down the left side looking for interesting information.To get the maximum impact from your text, keep your paragraphs brief – 3-4 lines, lead with key information, and leave white space between paragraphs.

3) Use of Hyperlinks
    Hyperlinks serve 4 purposes in an email

• • Keeps your newsletter brief and to the point.
  • Sends your readers to your fabulous website.
  • Helps you figure out what interests your readers.
  • Helps you figure out who is interested.

First, providing a link to “more detail” allows you include only the most pertinent information in your email. Once you’ve captured their interest, the link sends the reader to the correct landing page of your website for more information. An important caveat: Make sure that the page they land on has the promised additional information. 

Second, the readers use of hyperlinks is recorded in your email Click reports. When no one clicks on a link, you know that the information fell flat.  On the other hand, if a very large group clicks on a given link, you will know to spend more time on that topic. Further, a well planned set of links may help you segment your list based on the links they use.

So considering the above information, you should be able to give me 3 reasons why a business would ask you to download a coupon rather than just print the email. If you’re not sure of the answer, write to me at: diane.merrall@gmail.com. Please visit my website at: http://www.softdocsemailmarketing.com/

Comments

[rc helicopter]

Impressive blog! -Arron

[NegotiatorKing]

Thanks for a well written article, just what I was looking for. Will be back for more :-)