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You spent less time skimming through the last email you opened than watching a television advertisement.
In fact, you probably were able to read two emails in the time it took for that one television ad to go by.
That's why successful emails make it easy to find and understand the information (or the promotional offer) they contain.
Five tactics are particularly useful here: strong headlines, concise bullet points, formatting, and short paragraphs and a clear call to action.
Why: They attract attention and raise interest. They also give the content a clear structure.
Tips: KISS! Keep it simple and succint.
Why: They break up blocks of text, making the email easy and quick to read.
Bring up points of information
Use a 3x4 rule: either 3 points at four words each, or 4 points at 3 words each
Why: Words highlighted using bold or italics provide anchor points for the reader and draw their eye to the most important information.
Tip: Avoid underlining, as that’s usually associated with links.
Why: Breaks up information into bite-size chunks.
Tips: Use short summaries, teasers and question and answer formats in the email to whet your readers' appetite.
Why: Links to more detailed information that can be found on your website, your Facebook page, a Slideshare presentation or video.