Get to the Point

Blah, blah, blah, blah, blah.

Words, words, words, words, words.

Yada, yada, yada, yada, yada.

Are you annoyed yet?  Are you wondering what the heck this post is going to be about and just wish we’d spit it out already?

Guess what:  So do the individuals who are getting your emails!  Especially those who are using their mobile devices to triage their messages and decide what’s worth reading when they get back to their desks.

Having email messages that are short, focused and clear will help ensure your readers actually read your email, and it will also increase the likelihood that they will take the action you are asking of them throughout the message.

Below are three things to help you get to the point in your email messages:

1)  If you can’t say what you mean in 3 sentences or less…say something else. We know that your story is the best, most inspiring, most compelling story ever written – if only people would read it.  But that’s the kicker:  they won’t if it’s too long.

Be honest – how many emails have you opened where you just think to yourself, “Nope, not going to happen…too many words, not enough time.”  Don’t let people think that about your organization’s emails!

If you really must have this lengthy topic or story be the subject of your email, start by giving them a brief, engaging, preview and then link to the rest of the story once you’ve tugged at their heartstrings or peaked their interest.

2)  What do you want me to do? We’ve worked with organizations who think they need to “trick” readers into caring about their issue with a bunch of long and involved stories or statistics before they can even begin to think about making an action or donation ask.  First of all, see last week’s 3 things about making an effective ask, then put yourself in the shoes of the individual getting this email.  Don’t you wish they’d just get to the point and let you know what they need you to do (with a quick note about why doing this specific thing will have an impact)?  You care about the issue – you signed up for the email list for goodness sake!

Ts a general guideline, the point or ask of the email should be in the top 1/3 of the body, the next 1/3 of the body and at the end of the message. (Of course, test this in your emails!)   That way people know what you need of them right away and all the way throughout, and they have plenty of opportunities to take action at the point in the message that most compels them to do so.

3)  Have some personality. This one can be tricky.  We work on serious issues that have serious consequences, so it can often be difficult to separate ourselves from the headiness of what we are doing.  The trouble is, every other organization out there is sending serious, weighty, important messages too.  You can get yourself noticed, and engage more people, if you can stand out from the crowd a little bit.  You don’t have to be disrespectful or silly, just being a bit more interesting or down to earth is enough.  Bringing the tone down just a notch will also help you shorten the wordage and increase the impact of your email because you’re not taking yourself too seriously.

Hopefully keeping these 3 things in mind when you are composing your email messages will help you increase your readership, click through rates and conversions.

Remember, we are always here to help you think through your communications and messaging strategy, so drop us a line if we can be helpful!

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