One of the worst mistakes email copywriters make is trying to shove the entire story into the email message. Think about when you open a marketing email in your inbox. Do you read every single word in there? Probably not. It’s more likely that you scan for important points so you can glean the overall message, and decide whether you want to take any action.
So if you’re sending email with hundreds of words of copy, you’re making it much more difficult for recipients to decide whether they want to click through – simply because they can’t quickly sift through all of the information in your email.
I hope you find this information helpful…see you on the next topic
Instead, find a way to summarize what the reader will get in a compelling way, and let them click through to a page on your website for more information.
Take a look at how the folks over at Postmates drafted a brief email encouraging readers to click through for a limited-time offer:
Postmates doesn’t wait to get to the point. After a brief, friendly hello, they get right down to the purpose of the email: telling customers about their new “free lattes on-demand” promotion. After introducing the concept, they offer a few of the essential details, then get right to the call-to-action.
Keeping your message on-point is [the key to writing brief email copy]. What’s the point you’re trying to make with your email? If you know the action your email is supposed to drive – recipient orders free lattes on-demand, recipient remembers to buy their Bruce Springsteen tickets, recipient gets motivated to work out – then you’ll have a much easier time drafting succinct email copy that remains focused on that one end goal.
If writing succinct email copy isn’t enough of a motivator for you to narrow down your goals, remember that having just one primary call-to-action in your email marketing results in better clickthrough rates than emails with [competing calls-to-action]