When writing a successful email, assume your reader must understand the primary benefit you offer them in 8 seconds or they’ll be gone and your email deleted. This most important benefit must be in your headline.
A strong, enticing headline is the single element of your copy you cannot live without.
Target Your Audience
Readers most often start in the upper right hand corner, drop their eyes toward the bottom of the page and then ascend to the upper left. The order in which they read is:
1. Headline
2. Sub Headlines
3. Special Pricing or Special Offer
4. Actual Body Text
Format and Layout
Short copy blocks will serve you well, highlighted by bullet points, and sub headlines.
Multiple, specific sub headlines create immediate context when a visitor is reading your email. Make sure they can always see at least one headline on the screen. If you look at a magazine, you know what to expect from the headlines and that’s what catches your eye.
Give your visitors a reason to look forward to your email:
- Specials are a great way of getting noticed
- Change the content. Keep your content up to date and varied.
