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Body Copy
First you must define what your goal is with your message. Define the
message purpose: is it
to drive traffic to website, store or office? Increase awareness of an event?
Get signups for a newsletter
or to sell a product?
Writing emails require that the content be clear and concise but also on a
casual, genuine level as well. Personalization can be done throughout the message
or
on the greeting to ensure a custom look. Make
sure you state the benefits. Keep the content to the point and limit to one screen
for easy reading. Keep a consistent look by using logos or images from your
website
to reinforce your brand.
In both your headline and body copy, center your message on the reader and their
needs, not
yourself nor your company. Within your copy, don’t mentioned yourself (I, me,
my, we, our, ours) more
than your reader (you, your, yours).
You might consider using your initial message to entice the reader’s interest,
then direct them to a web page, send for an auto-responder message, or even
call
you
to get more details, or take advantage of your offer.
We recommend that you avoid over-use of exclamation points, as in “!!” or “!!!!” Don’t
over-use capital letters. Use common words and do not use shorten industry lingo unless
your audience is guaranteed to understand.
Always include a hyperlink (or URL) in your e-mail. Although it’s certainly
possible to get sales and generate leads via phone, e-mail, mail or other means,
we feel
tthe best place
to close an internet sale is on a website. We strongly suggest that you link
your e-mail message to a web page, where you can do a more effective job of
selling your product or service.
Be careful of using words and phrases as new filter technology can hinder your emails getting to
the email box. Run your message through a spam filter or audit if you have access to one.
If you're creating a text message, keep your line length to less than 65 characters per line.
This will avoid any unusual line wrapping.
Remember to include the items in our Planning section so you are Can-Spam compliant.
Continue to next step Design.
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