Email Content Technique Gets More Clicks

Writing by Brick Marketing on Wednesday, 23 of January , 2008 at 10:20 am

Something I´ve been noticing lately in the bigger email newsletters that I receive is that they are geared toward people with no time. How? Well, the internet marketer writes an introductory paragraph that will show up in the email preview window, just a teaser to get readers to open the email.

Once you are in, you´ll see that there is a little section that says something like “Are you in a hurry?” or “Don´t have time to read this email?” and then “Click here to see what I´m talking about” and a link. Below this, the email content continues with a review or other information regarding the product, and another link at the bottom of the email content.

This is an interesting new technique that many email marketers are beginning to use. Realizing that their audience may not want or have time to read through a long email that describes a product or free report, they are including the link at the top and bottom of the email content. If you want to, you can still read all the way down and get filled in a bit more, but it´s not necessary.

Should you use this handy email content technique in your emails? It depends on you and on your audience. You may feel that you have something important to say and prefer not to give readers the option of skipping it. However, a two line note with a link really doesn´t distract from the email, so it is easy to test and find out if your readers actually use it. If your click rate goes up, you´ll want to continue offering the shortcut!

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Category: Email Content

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