Begin by looking at barriers to success.
- One common barrier: Missing Call-to-Action. If the "ask" is hard to find, so is success. If your email is too full of information, the reader is overwhelmed. Remember, an average of 3 seconds is what you have to convey your message in an email.
- A second barrier: Complicated. Make sure the process from click to web site through purchase of product is as simple as possible. And TEST the process before sending the email!
- A third possible barrier: Relevance. Know what's relevant to your audience. Stick to the message with the most meaning.
More effective email messages focus on reactions. Take a few minutes to write down reasons that your product or service is significant to your audience. Then create a message directed more at the reason than at the product.