Do You Want Spam With That? Part 2 – Content


In part one we had a look at the subject/topic line in our emails and the importance those few words has on getting people to first open your email. Now we take a look at what makes up the body of your email (or content)

Below are thirteen (unlucky for a few however hopefully not for us) tips on writing your email and things to take in consideration when composing your content. It’s straightforward to assume, that as a result of your emotional ties to your product or service everybody else will share those feelings. Wrong – businesses are no different to the individual user sat at home, whether or not you’re emailing on a B2B basis or direct to the buyer. Each and every person or business who receives that email can and will formulate their own opinion. It’s all on you to ensure that your message is seen, heard and understood… In other words – give them all a common ground of understanding.

Hopefully what follows, can facilitate to a small degree in making sure your message heard:

1. Ask yourself “What is the purpose of this mail, and why on earth am I sending it?” – It’s a tragic proven fact that when a business hit’s a bump in the road and sales slump that, the best, most inexpensive method of hitting a bigger audience is by email. DON’T DO IT! In spite of your intentions you run the chance of not thinking it through, creating errors and appearing desperate. Bear in mind the rules of the subject line “Do You Want Spam With That (one of my previous articles).” Just by reacting in haste you could turn your subject line in to some form of awful sales pitch, which as we know will get you marked as spam and hit your click through rate hard!

2. There’s someone on the receiving end of your e-mail, don’t forget it! – Perhaps I’m covering areas here that I did in my earlier post? Well, Regardless… Always bear in mind – What do you do when you are the recipient of an over-hyped, sales-orientated ‘e-shot’? What is your initial reaction? If you were the recipient how would you feel about it?

3. Spell check – Here’s one that everybody must observe, scan this small snippet: “Getting eamil content write, is maid easyer once u spelcheck.” While that sentence is the worst example and use of nation language and synchronic linguistics (that’s better!) – It will highlight a big point: you’ll perceive the message as correct, however would you wish your customers or a lot of significantly ‘potential’ customers to receive it?

4. Watch your tone – Fool! This links back to purpose one – ne’er, repeat, ne’er send an email if you’re ‘having one of those days’.

5. K.I.S.S: Keep It straightforward Silly – One I should take note of on a personal basis?… Perhaps. Simplicity is the key, a transparent and easy to understand email combined with a straightforward and well thought out message can and will help.

6. Stay on Track – we tend to all love the sound of our own voice and therefore the same is true with our writing. You have got an awfully tiny window of chance, stay with your subject, do not digress and you’ll get understood.

7. ALL CAPS – YOU DON’T HAVE TO SHOUT!! Do I need to say anymore?

8. Use pictures – an image says one thousand words, fastidiously selected ones do not just solely act as a delightful break for the attention, they may reinforce your message.

9. On the other side of the coin, too many pictures and your message is lost – You have to get the right balance. Bear in mind… DO NOT send the e-mail as a picture in its own right… you may get blacklisted.

10. Say “Hi” and “Goodbye” – Don’t make the assumption (even with a robust existing subscriber base) that your recipients, want, would like or expect to receive an email from you. Say how-do-you-do and if your email software permits it, insert a personalisation. It’s nice to be nice and behavior breeds behavior.

11. Say thanks – They didn’t have to be open it or read it did they?

12. Include Links – Actions speak louder than words, get to grips with their true engagement by giving the reader a couple of things to click. Create it as a measurable action some form of vote? Get them involved. WARNING! Do Not embed broken links and ensure you tell them where the link is going to take them – don’t simply drop the client on your homepage and then expect them to find their own way around your site. Not will that get you onto peoples spam lists, it’ll additionally impact your websites bounce rate.

13. Always give a signature, contact info and company web site – Goes without saying really.

Thanks you for taking the time to have a look through this article, hopefully it has made sense and will aide in helping you create successful email campaigns. I welcome all your comments and feedback, give it a try it may well work for you.

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