How to improve the body copy of an email marketing message by Kenny Van Beeck
The email body is certainly the most important element of your email campaign. It is this space that will determine the final effectives of your campaign. The email body is all about relevance – bringing the right message to the right person at the right moment and in the right tone of voice.
- Remember the 5-30 rule. You now have 30 seconds to convince people to take action and to generate the click.
- The only purpose of the email body is to generate a click; the actual message has to be written on a landing page.
- Make your body copy scanable by using white spaces and using bold and italic to emphasis relevant items.
- The body message should fulfill the promise you made in your Johnson box.
- Include several links in your email body.
- When using links, try not to use the “read more” principle, but include a real call to action in that link.
- Images should only be used with moderation and only if they give added value to the content.
- Your email body content should be readable and make sense even with disabled images.
- Always include a perfectly functioning unsubscribe link and respect that unsubscribe.
- Write your copy in paragraphs
Measuring the effectiveness of email body. The effectiveness of the email body is measured by the actual unique click-through. Take the number of unique openings on your message and compare this with the unique click-through of the message. If the gap between unique opened and unique click-through is too high, your message was not relevant enough or the structure/programming went wrong.