If I had more time, I would have written you a shorter letter”

With only seconds to impress your reader, it’s imperative to include only the most pertinent information, especially when you are creating an email campaign. Here are some tips for creating an email  that your users will actually want to read. I’ll be using a newsletter I received from Anthropologie as an example for this post.

Have a Theme

A theme is especially important if you send out several campaigns a month. People want to know right from the start what they’re getting themselves into by opening your email. You can be playful with the title, as long as there is some idea of what the newsletter is about.

In our example, we can see from the subject line (“Rooms, refreshed.”) that the email is going to be about new items that have been added to Anthropologie’s home decor.

Use Familiar Idioms

Don’t shy away from using familiar forms of speech to aid your story. Readers like to catch on to witticism, and familiar phrases create connections for your readers.

“Turning over a new leaf” connotes positivity and fresh starts. Notice the subtle switch in how the idiom is written though, the title is simply “new leaves” – this alone hints to the old saying, but, in the subtext, we see that the company is “turning over” their decor.  In this example, the word ‘leaves’ also coincides with the literal floral print on the chairs in the picture. This union of words and image is a perfect way to truly give your reader a story.

Tease

This is not the time to be overly descriptive. Not only does an email full of copy deter the average online speed reader, but it also takes away intrigue. Remember, your ultimate goal is sales, which means they have to at least get to your website, and they’ll only want to go to your website if you “flirt” out your most seductive information, tempting them to click your links. Sexy, right?

“Handles, hooks, and hardware” – Well, I see handles, what are the hooks like? What kind of hardware? The handles in this picture are pretty, maybe there’s other things I need to see. Click. See how this can go?

Add Related Content

What else can you offer the reader that might interest them? Advice? A free e-book on the email’s subject? Subtly place a link to related content and you can bring in the clicks.

Anthropologie added a small link for their related content – “wondering how to put this with that? shop by room”, but what an impact it could have on their potential customer!

All of this decor can be overwhelming for your average Jane trying to spruce up her abode, but clicking on this link could supply her with the inspiration to take her dwelling from drab to decoupage! Pretty brilliant.

Stay on Topic

It would be annoying if this email tried to “sneak” in a picture of one of the store’s new sweaters at the bottom. Even if the sweater was decorated with “leaves” – it still wouldn’t be conducive to the overall subject: new home decor. Placing additional products in the email would cheapen the company’s excitement for its new home products.  Remember to always stay on topic.

What are some tips you keep in mind while crafting copy for an email campaign?