The key distinction between newsletter copywriting and website copywriting is that an email news letter must entice the reader to click on it, where as a web page already has the users attention and must inform and direct it.
Email should be tightly targeted with specific offers focused to individual target niches. Factors such as age, sex and interests ensure that the newsletters reach people specific to them and their interests and speak to them in their language.
Don’t fixate on the emails design first, focus on its objective. The very first thing to review is what you want to achieve with the email.
The key to successful design is effective planning.
It is critical that you understand your audience, content needs to be enticing. Never give readers irrelevant content. Once you have engaged them, offer them a clear reason to continue to your site.
Don’t make them have to jump to the relevant area on your site take them directly to the specific information/offer/news etc.
A sophisticated looking email that doesn’t accomplish the above is a waste of time.
The subject line is the most critically important part of the email. If it doesn’t intrigue the reader then the email will not be read.
Online competitions and exclusive offers work very well.
Combine a call to action with a deadline or countdown to increase urgency.
Make sure the from-line is the opt-in web site’s address and keep it logical and consistent.
Once you have worked out the content then you can begin the design. Most email clients have a limited amount of space to read an email. When the email’s content is below this the recipient has to scroll or click it to reveal the remaining content. Make sure your recipients can read your content easily.
Email coding is rather primitive affair, there are no attached style sheets, the rule is to keep it simple, while using a flexible design that will appear in the plethora of different vehicles for email.
Make sure your recipients can read your content without having to scroll. You have about 2 seconds to capture the reader’s attention. The visual hotspots tend toward the top and right-hand sides.
Every email should include a non-html text version to ensure that all email clients will be able to read it.
Subscription should offer html and just text version. The email should degrade gracefully to text if the HTML cannot be interpreted.
Finally, always ensure an easy means for people to unsubscribe. If enough people block your emails they can become blocked by ISP’s and spam blocking agencies.
If you have any questions about targeted email marketing services please contact us at 760-632-8258.