Words you should and should not use in e-mail advertising campaigns
Here are some simple rules that apply to any e-mail advertising campaign
that has a goal of being effective and standing out from the crowd of look-alike
messages.
- You do not want to look like a spammer.
- You do want your message look different from other e-mail offers and proposals.
- Your message must trigger action - a download, website visit, phone call, quote request, etc.
So, how do you write a message that does all that? Simple.
1. Not looking like a spammer
NEVER, I REPEAT, NEVER USE ALL CAPITAL LETTERS AND MULTIPLE EXCLAMATION MARKS!!!!!!!!!!
Besides looking unprofessional, you are risking that your message will never
get to your readers, since spam filters will simple delete your message because
of overabundance of these elements. Also, try not to be too funky with font
colors. Sure, it may attract attention, but probably will irritate at least
some of your recipients as well.
2.Looking (and writing) differently.
Be a non-conformist. Try to use as little of cliches as possible. Yes, I mean
- "prices so low, you won't believe", "this is a limited time
offer", and about 100 phases that we all heard about one thousand times
each. The solution? Creativity.
3.Triggering action.
You have to be affirmative. You have to be clear and concise. And you have
to tell your customers exactly what they should do. This means sentences like
these: "Download your free trial version of
to jump-start your
web sales...
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