These tips excerpted from the book Email Marketing by the Num8ers by Chris Baggott, and specifically from Chapter Three: Is Email the Perfect Tool?”  by Patsi Krakoff, Psy. D.   The book is available from Amazon.

To help marketeers cut through the clutter of overcrowded email inboxes, consider these tips:

1. Craft a clever subject line (they’'re more crucial than ever): The subject line determines if your email gets opened and read or not. Subject lines appealing to reader’s desires on an emotional level are more effective.

2. Keep content length short and to the point. Immediately lead with benefits for your readers. After you write your message, review it and delete as many words as possible. Ask, “So what?” to each sentence. Keep the focus on your readers and your core intention for that email message.

3. Use bulleted lists to let readers quickly scan your points. Only 11 percent of your recipients read an email thoroughly. Make your messages user-friendly.

4. Use stories to make it real for readers. Use your own experiences, or those of your clients. One tactic is to write about your own mistakes, and then describe a lesson learned. This works because readers can relate to mistakes and begin to trust you.

5. Use statistics, testimonials, case studies, and expert references to support your point. Never forget readers have sensitive BS antennae and a finger poised on the delete key. Don’t waste their time.

6. Make a clear offer. Be transparent, and up-front. Give them a “reason-why” and a reason to act now. Whether you are selling a product or a service, help reduce the readers’ fear of risk. Stand behind what you offer.

7. Go easy on the hype. A good tip is to read your content aloud. If it sounds like a commercial, rewrite it to sound like a conversation. Be friendly, yet professional. Over-use of power-words will trigger the delete finger.