What makes good email copy?

With fewer consumers opening marketing emails and marketing emails being mistakenly routed to junk or bulk folders, many email marketers are wondering how to get the most from email messages. A recent experiment sheds light on the email copy question. What is surprising is that the overall findings aren't new.

by Kristina Knight

First, letting consumers know why a business is writing is the most effective way to keep them reading. Rather than a lot of extraneous information at the beginning, get right to the point: a special sale or offer, a new product or a new service. Marketers should establish that reason in both the subject line of the email and in the first paragraph of the mailing.

Next, remind the reader of your relationship.

Finally, make good use of the eye path by using graphics, the correct font and size and exciting wording. Don't include false information but use language that encourages them to continue reading and then make a decision.

In addition to the language of a marketing email, marketers should make an effort to keep an updated list of email targets every month. Weed out those who are not responding and addresses that bounce back. Encourage respondents to add your email to their "white list" so future emails won't be misdirected.

Email marketing is a $400 million industry. Make sure you are getting your slice of the pie by staying in touch with your customers.