Remove buying barriers. The purpose of a mailing is to create a desire, not to sell products. It is quite rare to find a target audience that is already “sold” that will buy as soon as you send the email. Generally, people want to get more information, to understand who’s on the other side and to gain some more confidence. Use your emails as a fishing rod to pull the leads in to the business.
Design your email to survive a chaotic reading. People are flooded with material, more so in emails. Business people receive 200-300 emails a day. Design the emails in such a way that they stand out, even when the eye sifts and scans through them just catching random words without reading them thoroughly. Make your message clear. The first rule is not to use too many different fonts, including different colors and sizes of the same font as this requires more effort from the reader. Keep it simple.
Consider the potential client as an individual. When you write your message, write it to a certain person. Imagine your potential client. Don’t write to a general audience, write a personal letter to your target audience and try to hit on their emotional buttons in your writing – address it personally and accurately. It’s always helpful to imagine that you’re writing to a person you know, who has a need for the product or service you’re about to offer. Name that person and imagine, while writing, that you’re writing to him or her.
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