It’s easy to forget that every single person doesn’t see exactly what we see when we read our email. You’ve probably received at least one email that just looked like a bunch of gobbledygook — the message is filled with slashes and funny abbreviations like img, td, html and http codes. How quickly do you hit the delete button?
With email becoming the ever increasing norm in communication, it’s even more important to make your message count. And yes it’s still alive contrary to what some people think. I talked about that awhile back in the Email or Blog Debate.
So what do you do to make sure people keep reading?
First, make sure that what displays in the From and Subject fields is recognizable to your recipient. Otherwise the message will get zapped.
Second, consider that at least sixty percent of the population reads email using a preview pane. That means you have very few lines for them to read before they make a decision. Make those lines count. Skip your company logo and all the “me, me, me” puffery. Tell ’em what you want them to know. Just enough to make them open up the entire message and keep reading.
What do you think? What’s most important to you in the first part of an email message? Share by leaving a comment.