It seems that the more messages I review for clients, the more I encounter a very serious problem: putting too much information in an email.
Want a quick tip for writing better messages? Don’t forget the power of the hyperlink.
There’s no need to try and stuff every last fact about an event or program into one message. It only muddles your point and clutters the call to action, ultimately negating your original intent to provide information.
A better strategy is to think of the email and your website as partners, working in tandem to deliver content and invite interaction.
Think of the email as the “hook,” or a quick teaser that serves to drive readers to the web. It really can be just a few sentences for most messages (provided you’ve added the content to your website).
Huge email messages only provoke the natural “I don’t have time for this” reaction. It’s much better to invite visitors into a dynamic web environment where they can skim, read, click, interact and share content at will.
Next time, avoid the “quick delete.” Make it easy for readers to digest your idea by stating your point quickly and providing links for more information.
When it comes to email — it’s all about the power of the link.
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