How to write an e-mail, which keeps the reader focused from the beginning to the end

We get dozens of promotional emails in our inbox almost every day. We quickly scan them with our eyes and get rid of the unsuitable ones. But what about the select few? How did they manage to keep our attention and lead us down a stubborn path to their site? Today, we'll tell you how to get into this "elite" group, how to create copy that sells, and what to write about so your subscribers don't get bored.

We took a closer look at research by Jakob Nielsen, who found that the average time a person spends "reading" an email is 51 seconds. But we can hardly call it reading, as they only really read 19% of the total text. People do, in fact, scan, and only a small part of your email. 

What does this mean for us?

You'll probably read this blog post at lightning speed too, so let's move on to the good part. In order to get your potential customer to your golden gate, it's important to follow these few steps:

The shorter the better.

"Keep it short and get to the point." Generally, shorter marketing messages are more effective.  No one wants you to read lengthy articles. Use short blocks of text, ideally 3-6 lines. Ideally, you should be in the 100-200 word range, with a link to your blog or directly to your product website for additional info, just for example. 

Scan-friendly newsletter

Generally, if your recipient opens an email, they will only scan it within the first few seconds to see if it's worth reading at all. Therefore, put your text in paragraphs, use headings, add images, but do everything in moderation. At first glance, your newsletter should be easy to read so that you can see exactly what you are trying to convey. 

Focus on the message

If possible, avoid covering multiple topics at once. Focus on the important ones. Most readers skip long greetings and introductions, which is why some people don't even use editorials. But if you do, just include a quick summary of the information contained in your email. 

Use less "we" and more "you"

Rather than describing you and your business, keep the focus of your newsletter on your recipients. What does this give them? What can you offer them? What will they get out of it?

Don't make your readers think too much. Try to keep your email clear and understandable. Include examples or your own results in your newsletter so that people can see how great your products are and how they can be used in practice. 

Running out of inspiration and don't know what to write about?

Do you sometimes find yourself thinking that perhaps you've exhausted all the topics that could be used about your products? Maybe one of our tips will be a good idea for your business.

There's plenty of inspiration to get you started with simple tips and different advice on how to use your products. Newsletters like tips and tricks, top 10 list or "how to do" you can't go wrong. Sending out occasional discount coupons for your items is definitely not out of place either. It's a good idea to mention some upcoming events that your business may be attending. Promote your blog at the same time, if you have one, you can make a brief summary and link to it. The story of your company is definitely a nice topic for a newsletter. You can hold a contest, link it to social media and make it a bigger campaign. For example, do you have a new collection coming out? Draw attention to it early with a smaller preview. 

Now you know at least what to write about in the beginning, and especially so that your reader sits with it at least for a while. So don't wait and get started!