If attention is the new currency, a lot of business writing is bankrupt.
Consider these grim facts about an average email campaign:
- Only 20 percent of emails get opened.
- Only 2.5 percent of those get click-through.
That means an average subject line loses 80 percent of readers, and 97.5 percent have dropped out before the first click.
Pretty grim. But why does this happen?
Most messages fail to answer readers’ first two burning questions:
- “What are you talking about?”
- “Why should I care?”
You have a few seconds to answer both of those questions before readers scroll past.
How can I answer readers’ questions?
First, write a single sentence that answers what you are talking about (your topic), and why readers should care (your purpose). Use this formula:
What? (Topic)
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Why? (Purpose)
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Focus Statement
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Dale’s spring gardening offers
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Save 25 percent on annuals and 50 percent on perennials
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Fill your spring gardens with annuals at 25 percent off and perennials at 50 percent off from Dale’s Garden Center!
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To hook readers’ attention, place this focus statement up front in your message.
Now you need a subject line that gets readers into the email. Boil your focus statement down to a brief line that uses keywords to answer the what and why.
Subject: Save 25-50% on Spring Flowers for Your Garden
People who don’t garden still won’t open the email, but those who do are much more likely to.
Editor's Tip
In your subject line, capitalize the first and last words and all words in between except articles (a, an, the), coordinating conjunctions (and, but, or, nor, for, so, yet), and short prepositions (in, of, with).
How do I seal the deal?
Once you answer readers’ burning questions, you need to support your focus by addressing their other questions: the 5 W’s and H.
- Who? Customers of Dale’s Garden Center
- What? Receive deep discounts on flowers
- When? During our Spring Sales Spectacular, from March 15 through May 15
- Where? Online or at any of our three metro locations
- Why? To beautify your garden and to get out in the fresh spring air
- How? You’ll automatically receive your discounts at the register, with no coupons required.
Finally, call readers to action. Tell them just what you want them to do:
Call to Action: Come to Dale’s to beautify your garden and to get out into the fresh spring air!
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