In a previous post, we mentioned writing a HTML email campaign may be compared to writing the three main parts of a play: the beginning, middle, and end. This post deals with writing the middle portion of an email.
After you address the problem or reason why you need to deliver the message, the next step is to write the email’s main content. Where some err is by including too much information. They think that two pages of text is not too much for their recipients to read.
For example, suppose you need to write about an upcoming meeting. The “need” or purpose for your email is that you want people to attend so they can participate in this important decision your committee needs to make. So you briefly outline the reason for the email.
Next, you write the middle part of the email. You provide all the logistical information of the meeting. You include any other necessary information your recipients need to know.
But rather than including two pages of text, you practice restraint and limit your word count. Why? Because you know the more you write the less your recipients will read. And the results will be that your email will lose its effectiveness because people will not read all of the important information buried inside mounds of unnecessary text.
Instead, you should keep your word count to a minimum. This will increase the likelihood your people will read the entire email and get all the logistics for the upcoming meeting.
If you need help with your email campaigns, Tricom is happy to help. To get started, ask for your free quote today.