The approaches to writing email that are most likely to generate a higher click through rate are:

1. Deliberately grabbing attention with a fabulous headline
2. Holding attention by being interesting
3. Keeping attention even if the recipient only reads bits and pieces - so make the opening of each paragraph really stunning.
4. Avoiding images that are only there to grab attention - especially those that take ages to load.  They almost always fail
5. Knowing what response you want.

The methods you can use in the text are:

1. 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)
2. Offer a benefit not a feature
3. Ask an interesting question
4. Use humour
5. 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.