The email landed in my inbox with a chime.
I glanced away from what I was doing and noticed the big bold headline.
It was an invite from a design company announcing they had moved into new digs just down the road from 1000watt’s offices.
Normally, I wouldn’t give this type of message much notice. And my finger reached instinctively for the ‘Spam’ buttton. But I paused. This one was different. I kept reading.
It turns out, this was a great example of how you should…
Make every email count
The downside to having your email address available publicly on a well-known real estate industry blog? You get auto-subscribed to a bunch of Realtor “market update” newsletters.
By and large these are all, well, just… awful. Usually I can’t hit ‘Delete’ fast enough.
Empty statements, out-of-context stats, numbers, charts and graphs. Most of the time, I go cross-eyed before I reach the over-sized signature at the bottom to figure out who sent this to me.
Attribution – Right up top, a big logo clearly spelled out who it was coming from. While I was unfamiliar with the company, I knew at a glance who was sending me this message.
Design – The email had lots of white-space so my eye flowed naturally down the page. The images were crisp and professional. It employed a healthy mix of fonts and font sizes in its headlines so that my eye was drawn clearly to each statement.
Focus – The email organized its messages onto single layers, giving me a clear sense of the information hierarchy. Each layer remained tightly focused on a single message. I could scan down quickly and, at a glance, understand each point they were trying to convey.
Great copy – Right out the gate, the email set a fun, conversational tone but also cut straight to the point. I didn’t have to wade through a bunch of grandiose jargon to understand what was being said to me.
Clear call to action – This email made it really easy to figure out what it was asking of me. ‘Visit us’. Guess what? I did.
Respect your readers
The inbox is sacrosanct. It’s where a lot of us spend most of our business day. But it’s territory that more often than not ends up abused.
There’s an art to email. Take a cue from Chairseven. And follow their lead.