You’ve got a lot to say. Don’t say it.
A lot of emails arriving in my in-box recently have all had a common trait - they’ve been extremely long and verbose. Just a quick glance told me that I didn’t have the patience, inclination or remaining lifespan to read them. Like most business people, I’m too busy. I don’t read the manual or the small print and I don’t want to wade through pages of waffle.
So cut to the chase, get to the point and do it quickly, I don’t have all day. In fact I don’t even have 30 seconds.
Here’s what I try and do when writing email marketing copy. Write it, cut it in half and knock a third off. Seriously, it’s always worth the effort, makes the proposition more powerful and increases ROI.
Summarise
I also try and break the copy up with sub headings that summarise the message so you get the gist of it from a split second scan.
I find the most effective emails I receive have included pictures and graphics to illustrate their message. They do say a picture is worth a thousand words! that should cut down the email then.
Whilst that is true Jane, you do need to make sure that the message is clear even when no images are displayed.
Many email clients hide all images by default, and if the message is completely dependant on images, then many readers will delete it without reading.