What works?

If you are considering an inclusion into a bulletin or a lead generation campaign you need to think about how your content is written and how you address your audience and try and get their attention. Here are some tips as to what works:

• Keep it simple: People tend to overwrite, and become concerned about sounding professional. You have to remember you are just trying to get the reader to click through to your landing page or request your document. Keep it simple, and short but insightful. They need to know what they will be reading about if they click through or make the request.
• Less is more: If your message is complex, then break it down. You have about 10 seconds of undivided attention. Long emails without clear calls to action will get skimmed and deleted.
• Use bullets: Most people don’t want to read a lot of information, so bullet points encourage people to at least skim your bullet points and take in some of your information.
• Know your audience: Follow the cues of what your audience is like and don’t take a one size fits all approach.
• From and Subject Lines: Combining this with a short subject line can break through the clutter while demonstrating a reason for the user to read the email.
• Offer something unique: Whitepapers can work, as well as reports, events, deals and knowledge. Readers are more likely to click through if they have something to click for.
• Collect more information: Include mini surveys, polls and competitions in emails to collect further information about your subscribers.
• Call to action: Make sure your call to action is clear and stands out. If readers don’t know what you want them to do, they won’t take the action you want them to. 

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