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We all know that email marketing is the lifeblood of any online business, and offline business’s for that matter.
There has always been the question of whether to send the ‘long copy’ email, or the ‘short copy’ email. In other words should we be sending emails with a lot of content or with minimal content?
I subscribe to quite o lot of newsletters simply to see how these big businesses’s deal with their subscribers, and I have to say that it doesn’t help me resolve this problem. Some send the occasional short email and some inundate me with long emails!
What I have noticed though is that the emails that I respond to most are the short ones and I will either respond on the day or not, depending on whether I want that particular service at the time.
As for the longer ones some I read and some I don’t. For instance I get some really long ones every now and then from Peter Dimandis which I usually read because he’s keeping me up to date with most of the new technology that is coming out. This is something that I am really interested in, so yes, I devour his content.
The long copy emails I really hate are the ones that are more like a sales letter and are full of hype whilst at the same time playing on any fears we may have. I’m not going to be part of any; ‘Armageddon is just around the corner’ type of scenario.
Personally I prefer to send a short email with a call to action and let my subscriber decide whether they want to take any further action, without me seeming desperate for them to do so. Also don’t forget more people are now reading their emails on their mobiles, so the last thing they want to do is to keep on scrolling and scrolling.
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