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Web Copy That Sells, 3rd Edition by Maria Veloso

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HOW TO WRITE E-MAIL THAT’S READ

Let’s assume your e-mail gets through those e-mail filters. How do you appeal to the actual e-mail recipients themselves? I’ve read tens of thousands of e-mails, and I’ve written thousands more over the past ten years. I’ve found that the e-mails that do a great job of selling contain seven elements.

Seven Elements of E-Mails That Sell

Element 1: A Compelling Subject Line. The subject line must be irresistible and must beg to be opened, not because of hype or overly commercial language, but because it is compelling. What’s more, your subject line must not appear to be an advertisement, which, even if it somehow got through the filters, would have the same effect as asking readers to watch a commercial.

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