Date posted: 12 June 2019

Writing for email: Making an inbox impact

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BY NICK BOYLAN – AWIA MEMBERS AVION COMMUNICATIONS

 

When writing for email in 2019 you need to be concise, engaging and easy to read, all within eight seconds. Yes, eight seconds is the current human attention span, which ranks behind a goldfish. This means you have a limited time to engage the reader and get your message across. Explore the elements to crafting the perfect EDM.

A KILLER SUBJECT LINE IS CRUCIAL

Your subject line can be your first and last chance to engage the reader, with 35% of email recipients opening an email based on the subject line alone. Having something eye-catching that provokes curiosity is integral, but it also must be more than click bait. Meaning, you have to follow through on your promise in the body of the email.

Also tied into the subject line is the preview text. With 35–140 characters allowed, you can really pique a reader’s interest here, saying enough to get their attention but still inviting the reader to open the email.

 

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