KISS: Email Marketing Tip # 6
Today’s topic is KISS: Write. Edit. Repeat. Drafting an e-newsleter is a process. So, step away from the computer. Come back later to re-read and write again. It’s the only way to make sure you’re using compelling, concise copy. And since most recipients spend a less than a minute on each email, we’re here to give you Keep It Sweet and Simple tips that will keep their eyes glued to the inbox.
In the body:
Try using a 0-1 point system for words. (I learned this technique a long time ago, from my high school AP English teacher.) Assign words like “which” and “that” zero points and words that matter one point. Eliminate as many zero-words as possible.
In the subject:
Subject lines should be 50 characters or less. The average word has seven characters. And you have to clearly convey the email content in just seven words. Writing subject lines is both an art and a science. Choose your words wisely. Then, readers will know what to expect, get excited about reading your email, and actually open it. To do a subject line right, you’ve got to write, edit and repeat.
In copywriting:
Use nickel and dime words, not quarter words. Your email should use familiar language. And big words don’t impress anyone but bimolecular physicists and aerospace engineers. So check your copy with KISS Tip # 6 and swap the big words with simple words. For example: A nickel word for “consequently” is “so”. And “utilize” is “use”.
Catching mistakes isn’t always easy and spell-check is not enough. Consider testing the email to your peers for a spelling and grammar check before it’s sent live.
Posted by MindComet on Apr. 30, 2007