Few recipients will read your email carefully, so don’t waste space with unnecessary text. Be selective about what you include. Add subheadings and
make your layout easy to read so that recipients can pick up information in a short amount of time. Very few recipients will read every sentence, and most will only look at the information they see when they open the email.
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Many email writers put effort into creating the body of the email and don’t spend much time on the subject line. No matter how great the body of the email is, if the subject line doesn’t catch the recipient’s interest and they don’t open it, it’s worthless, so take the time to do so. Think carefully about what benefits the recipient will get from opening the email, and improve the subject line to convey that . Make it as short and easy to understand as possible.
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Before email, materials were sent by mail, and companies carefully selected recipients, taking into account postal fees. Now that it is easy to send emails by email, many companies send emails without selecting recipients, but you should stop doing this. Organize your recipient list and send emails only to recipients that are worth sending to. This will reduce the number of unsubscribe requests and spam reports, and increase engagement.
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When specifying the link destination in an email, imagine the recipient’s thoughts of “This is the page I’m linked to.” It is important to specify a page that is consistent with the content and layout of the email so that the recipient can view it without feeling uncomfortable. If the link destination of a beautifully laid out email is a poorly designed website, it will disappoint the recipient.
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