Backstory: I absorb a lot of thought leadership about business strategy, demand generation, marketing automation, digital marketing, campaign optimization, etc. — so our clients don’t have to. When I’m watching a webinar, I open a Stickie note (yup – Mac guy) and whenever something strikes me as pithy, useful, and deployable, I make a little note of it. So, I’ve had this Stickie note on my desktop for about 6 months. It was from a email best practices presentation, and as embarrassed as I am to admit it, I honestly forgot to write down the source. It’s quick though, and I hope they’ll forgive me.
I think it’s good to remind ourselves of the fundamentals — basic blocking and tackling, to borrow a football metaphor. Here’s a good check list.
4 QUESTIONS THAT EVERY GOOD EMAIL SHOULD ANSWER FOR THE RECIPIENT
- WHO is the email from?
- WHAT is the topic / subject of this email? What is this email really about?
- What ACTION do we want them to take? How should they respond?
- WHY should they take that action? What’s in it for them? Why should they care? Remember to lower their perceived risks of taking that action.
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