December 17, 2010

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Tips for Attention-Grabbing Emails

Here at, we subscribe to our fair share of email newsletters and see some fantastic examples from real estate agents, along with some that could use a bit of work. By reading so many every day, we know what works when it comes to grabbing readers’ attention, and what sends an email straight to the trash.

To begin with, we’d advise you to spend some time on the first line, as this will appear in most inboxes as the “snippet” of email next to the subject line. Ideally, you will be able to get your most important message across in the first few words to prompt people to actually open up the email in the first place.

Now that you’ve got people into the body of your email, you’ll need to make sure it’s scannable to allow for those readers who don’t have the time or attention span to read every word. The best way to do this is by using bold headings, in colour if possible, which sum up that section of the email.

But even the most expert use of headings won’t save an email from the trash folder if it’s simply too long. As a general rule, anything over about 500 words is going to be testing the patience of all but the most dedicated of your subscribers. If you have more to say, link back to your website and let those who are really interested sink their teeth into more detailed information there.

Of course, a strong call to action at the end of your email newsletter is always a good idea. This is a perfect time to ask people to visit your website, join your Facebook community, follow you on Twitter, or find you on any other online location you choose. Miss this step and you’ve just missed a prime opportunity to gain more fans and followers.


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  1. Email Newsletters: How Does Yours Stack Up?

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