When you market via email, you face two big problems. Will it catch your donor’s attention? Will it move them to action? An email is very easy to delete. What can you do to keep them reading your message?
Use this 7-step email format when you write an informational message. It will be easier for you to write and for your donor to read.
How many times have you stared at the computer screen, fingers poised above the keyboard and your head so full of ideas – BUT YOU DON’T KNOW WHERE TO START?
Try placing your information in the following 7 areas and the process will be easier.
#1 Header – Your headline is the first and most important item. Give them a reason to continue to read. Here is a blog post that gives some good advice on writing a header. http://bit.ly/ekyBfE
#2 Opener – Remember that your goal is to get your reader to continue reading – to go to the next step in the formula. Use these 3-4 sentences to get to tell them your exciting news and to get them to continue reading to learn more.
#3 Image – Put the image side-by-side with the opener. This will make the first content they read only half of a line of text so that it isn’t intimidating or a barrier to reading. It’s been shown that people are more likely to read shorter lines of text.
#4 – Point of Interest – Add some spark to your email with a pertinent quote or a statement. Make it a different font, size or color.
#5 Content – Here is where you put your main information. This is a great place to add emotion. If they feel something about what you’re describing, they are more likely to take action.
#6 Sub-header – This is a promise to your reader that there is more interesting information to come.
#7 Wrap-up and call to action. It may be used to drive them to your website or to subscribe to your emails or social media.
This email layout has been a great help in our work. I hope it works for you!