It should come as no surprise that the body of any email marketing message is one of the most important parts that needs to be analyzed. Once the template and picture have done their jobs and captured the reader’s attention, the body of the message needs to contain the information that will close the deal. Here’s what goes into the body of a successful email marketing message.
The benefits need to play the biggest role. People won’t continue to read anything that lands in their inboxes unless what they can expect to gain is clear right from the start. You need to strive for nonstop benefits in the body of the message. One right after the other. The minute you stop telling the reader what’s in it for them, the momentum that you’ve gained comes to a screeching halt.
Make Things Clear
You need to have a USP that’s made clear here as well. The USP is the unique selling proposition. It can be the ease of use, a free starter kit, some kind of celebrity endorsement. The possibilities are endless but you need to tell the reader right here why your product or service is different and what sets it apart. They’ll pay more attention when they feel they wont find whatever you’re offering somewhere else.
Finally you need to make sure that the offer is clear in the introductory paragraph as well as in the body copy. Remember that the whole idea behind any email marketing campaign is to get your point across and make the offer. However, even after you’ve made that offer, there’s another logical step that you need to follow.
Prove What You Say
You need to prove it as well. You can show proof in a number of different ways that includes a few detailed steps showing how the product or service might be used.
Formatting plays an important role as well. Remember that the average Internet surfer doesn’t always read what they’re looking at. Studies have shown that they are just as likely to scan looking only for the information that interests them.
That means that no matter how much good stuff you’ve got lined up to say, you need to break the paragraphs up into small chunks. People can be intimidated by larger blocks of type and that means that you can actually be turning potential buyers away by feeding them too much information.
Bullet points are an essential tool here. You can use these through the message or at one point only. Either way they provide a nice distraction for the eyes and put the reader in a better mood to digest the information.
A Sense OF Urgency
Finally the entire message needs to create a sense of urgency. It should clearly let the reader know they only have so long to sign up before they lose the offer. It’s always the case that people don’t like to miss out on things and creating a strong desire as well as a strong sense of value for the offer is essential.