We’ve all received them. We occasionally read them. However, most Electronic Direct Mailers (EDMs) end up in the recycle bin. So, how can you set yourself apart from the pack, and ensure that your letter, flyer or email compels the recipient to read, rather than tossing it? Here are some simple tips to help you get that response:
Put important information upfront
Don’t bury the lead. Put what you are offering and the key information upfront, so readers won’t have to work to find out what you want.
What’s in it for me? Answering that question early on not only helps you to resonate with your audience, but helps them feel that they are understood. Make it more person and appealing by adopting a conversational tone that uses “you” rather than “I” or “we”.
Draw Attention to the Important Parts
Emboldening, underlining or italicizing words can help draw your readers’ attention to the bits that matter most.
Make your EDMs mobile responsive
With people increasingly using mobile devices to consume content, it’s vital to make sure your EDMs are mobile responsive. Make sure your images are maximum width rather than a specific width (to accommodate larger mobile displays such as tablets) and adopt a one-column layout which frees users from the need to scroll horizontally.
Build a Flow towards the Call to Action
Think about your call to action before you even start writing. By structuring your EDM around the call to action, you can make it the crescendo of the EDM.
Keep these pointers in mind as you craft effective EDM copy to nurture your prospects.