In the first part of this series we unpacked the importance of catching the receiver’s attention with an outstanding subject line. Next comes the email body.
So you managed to get them to open your email, now how do you keep them hooked?
First things first, make sure to maintain consistency in tone from your subject line into your message body. This not only helps build your brands voice, but keeps readers from confusion caused by a tonality switch.
According to Entrepreneur, “Having that same consistent tone over time is what will help build your personal brand.”
When trying to formulate your email, craft your message according to the need you identified. How can you create an experience that convinces the reader that this need can be met? What does your message offer or satisfy in your reader?
While this may depend on your audience, the general rule remains: keep content direct and simple. Boomerang suggests using shorter words and shorter sentences in the copy. After conducting a survey, the company found that people were most responsive to emails written at the standard reading level of a 3rd grader.
Make sure you establish the why to convince your audience of the what. Together, your subject line and body copy need to convince the reader to continue the journey ahead with your company. This continuation is seen when people continue with your call to action, also known as a response or conversion rate.
MarketingSherpa explains that on average people will spend about 15-20 seconds reading an email. This includes the distractions they may have with any images or logos you incorporate in the body. In the short amount of time, you need to convince your readers to take one step further: your purpose, call to action, and image must work together to entice readers to the next step and create message cohesion.