Great! 
They’ve opened your email – you’ve got about 50 seconds.
That’s all the average email gets, according to the Nielsen Norman Group’s research. In those seconds, readers determine the email’s value and decide whether to give you more time, click on the link or delete it.
Clarity is the virtue that you need now.
Don’t try to convince your subscribers – present them with a clear offer that’s easy for them to see WIIFM (What’s In It For Me).
>>Here are four ways to structure your emails for clarity that will get your readers to take the next action.
Use Headlines/Subheads to make scanning easy.
Pull out your copy of 101 Headline Swipes and write compelling headers. Use larger fonts that have been bolded. Other points to keep in mind:
- Use a bullet points list whenever possible
- Communicate ideas in short succinct paragraphs (5 lines max)
- Bold ideas at the beginning of longer bullet points and paragraphs. Then expand on the idea with additional text and examples of how the key idea can be used.
- Hyperlinks with relevant anchor text. Anchor text is critical to SEO because it’s how real people use the web too. Readers actively look for hyperlinks to take them to more detailed information about a subject they’re interested in.
Position most relevant Information Above The Fold
Using a bulleted list of key points they can read before scrolling lets the reader know a bigger time investment will payoff.
Build Credibility
If you cite statistics, link back to the source. If you mention a company or public figure, link to their web site.
One Email, One Purpose
The most effective emails offer only one call to action:
- Redeem your coupon
- Buy this product
- Take our survey
- Come get this information