Here’s a way to keep your digits toasty during the Winter months. Writing better email copy for your online marketing. So here are a few pointers to set you on the right track:

Your subject line is your head line.

The subject line is the first point of contact. If you don’t grab them there, you’re not going to grab them anywhere because you’re on the way to the trash.  It needs to be arresting, and it shouldn’t be any longer than six words. Three is brilliant! Grab ‘em and grab ‘em good. You’ve got six words to get ‘em and six is heaps!

Keep it short and sweet.

OK so you’ve got them to open the email. Now it’s time to channel Shirley Temple (if you’re over 40) or Hadyn Paniettiere (if you’re under) – keep it short and sweet!

Just like Mr. Obama will tell you, economy is everything. Luckily for you, your economy isn’t in the toilet thanks to George Bush, you just have to stop using too many words.

In your opening paragraph clearly state what the email is all about. Like a good journalist, sum up the story in the first paragraph, and give them an opportunity to click through right away.

Write like a human.

Whoever said that business language needed to be formal, probably also liked to be referred to as Mister, Sir or Your Highness.

Your readers will find it a breath of fresh air to “hear” the people behind the email. Nobody is interested in reading one more “critical communication” from a company that claims to be, “the leading provider of cross platform client focussed broadband solutions” (or whatever).

In an email, like a letter, you are talking to just one person. It’s a conversation. So keep it conversational.

Make it skimmable.

Like a Hansel & Gretelesque trail of bread crumbs, you want to lead your reader down the path towards the witches house and finally get them to click through to overfed German story book children dot com.

Short paragraphs: Break it up into short paragraphs, it makes it easier to scan.

Bullet points / numbered lists: space out key points.

Headings: use headings to road sign key points.

Emphasise: Use bold, underline and italic to draw the reader’s eye to key details. Don’t forget most people expect underlined text to be links.

Use your website.

Don’t ever try to close the deal in your email. Give them a reason to click. It’s their first admission of interest. Once they are hooked you can convert them with your brilliantly designed, customer focussed website.

And make sure you position links on separate lines, so that they stand out.
And try to save the underlining of words for links, to avoid confusion.

You want people to have (and ask) more questions. Questions require interaction, and interaction promotes relationships.

Build relationships.

Few (if any) customers worth having are interested in a “one night stand.” Have a long-term relationship objective in mind. Listen to your customers. Treat them like you’d like to be treated.

Follow through.

Do what you say. Put your hands and feet where your mouth is. Deliver on your offer – ‘cuz it’s an ever increasingly small world. Remember: The internet is NOT a zero-sum game; the only way to win is to share and respect your clients.

It isn’t easy writing a good email. It takes a lot of practice and even more testing. It requires wit and economy. Most of all, it requires time. If you can’t write well, get someone who can – it will save you time and therefore money in the long run. And if they’re good they’ll make back the money you invest.

By Andie Spargo, Copywriter & Creative