Most of us send emails with the intent to spark interest and promote recipients to take a particular action. It's not enough to have users simply read our content and delete the message from their inbox with no further consequence. So ever wonder why recipients open emails but fail to click, convert, purchase, or sign-up?
We've found the answer may be with your content. I bet you're expecting us to say you need more content in your emails right? Nope, too much content may actually be the issue. Like in a movie preview, you don't want to give away the whole plot, climax and resolution for free. After all, no one wants to pay $11 to s ee a rerun. When writing content in your emails keep it simple. Spark interest, create questions, and leave something to be desired.
Customers, clients and leads are busy and don't have time to read large blocks of content. An email full of words (even interesting and relevant words) can be particularly overwhelming and can end up getting deleted. Instead of divulging an entire blog post, help article, or all of the details of a promotion, end an interesting couple of sentences with a call to action. In large blocks of content, the desired action or purpose can easily be lost. A "Read More!", "Sign-Up Now!" or "Get Your Discount Here!" is much more conducive to boost user engagement and increase ROI, sign-ups, clicks and conversion rates.
Want to see how email recipients are interacting with your content? Attend our weekly VR for AppExchange demo or view a short video tutorial for tips on how to set up and view reporting and track interaction.
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Exactly! We tell our clients this all the time: engaging content is brief content. As you mentioned, business people are too busy to read long emails - you'll lose them. Make it easy for them to be interested, to quickly absorb the key points and to take action. That's our job as marketers: make it easy!
Posted by: Kathryn Neal Odell | July 19, 2011 at 08:04 PM