Holding Your Reader’s Interest in Email Marketing

Hand sketching Email Concept with red marker on transparent wipe board.

“An email without clarity is like an annoying mime: Just say what you want or get out the way!” —Jordie van Rijn

Last week, we began a discussion of the components of email marketing and how they differ from traditional direct mail. To briefly recap, we started with the FROM line, whose purpose mirrors that of teaser copy on a carrier envelope and which should always be used as a marketing tool to persuade the recipient to open your email message.

We also took a look at the SUBJECT line, which must be no longer than 60 characters in length and free from cryptic phrases and clever wordplay.

Holding Your Reader’s Interest in Email MarketingToday we’ll examine the next two components of an email-marketing message, the OPENING and the BODY COPY.

The OPENING — Assuming the FROM line and SUBJECT line persuaded your reader to open your email, reading your content is a foregone conclusion, right?

Not so fast. You still need to pique the reader’s interest and motivate him to read on. While we know this to be true in traditional direct-mail letters, on the Internet and in email it’s even more crucial because your reader will give you mere seconds of attention before deciding whether you’re offering something worth his time. Here are some tips for getting and holding your reader’s interest in an email-marketing message:

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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