The approaches to writing email that are most likely to generate a higher click through rate are:
- Deliberately grabbing attention with a fabulous headline
- Holding attention by being interesting
- Keeping attention even if the recipient only reads bits and pieces - so make the opening of each paragraph really stunning.
- Avoiding images that are only there to grab attention - especially those that take ages to load. They almost always fail
- Knowing what response you want.
The methods you can use in the text are:
- Say something about price (but beware this is very overdone, and if you offer is not the best that there is you won't make much impact)
- Offer a benefit not a feature
- Ask an interesting question
- Use humour
- Use emotions.
There is much more on all of this on several other MIE websites such as the 100 Ways site and www.copy.ac , and background research is on www.theory.bz
Return to the list of MIE sites for more website details.
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