I’m a copywriter, and one of the things I’m often asked to do is write sales emails. So I was delighted to get this e-newsletter (https://placemakinggroup.com/email/email_Mar2014/) from Dennis Erokan of Oakland’s Placemaking Group.
In it, he presents five highly practical tips for getting your email read, summarized here:
- Use a reputable, technology-savvy email service provider ‒ It’s particularly important that your provider knows how to “avoid the spam trap.”
- Create mobile-friendly email ‒ With 43 percent of readers opening email on their cell phones, it’s essential. Aim for teaser text under a persuasive subject line, a good balance of white space and content, and large, easy-to-click buttons.
- Avoid spam filters ‒ Arguably the most valuable part of Mr. Erokan’s post is the link to spam trigger phrases that get your message filtered out at the subject line.
- Stay relevant ‒ This should go without saying, but many emails miss the boat. If you’ve made a promise in your subject line, deliver on it. Provide useful, actionable information in the message body. Tone down your sales effort to 20 percent.
- Use graphics ‒ Today’s attention spans are short, and graphics can engage your readers. Balance graphics with words, and use alt tags so your message comes through even if the graphics don’t.
I’m grateful for education, succinctly delivered. Mr. Erokan gets an A+ on this piece. I’ve printed out the spam trigger list, and it now hangs on the bulletin board above my desk.
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