The impact that Twitter has had on the abilities of most people to be brief and to the point is astonishing, if not indicative that society as a whole might be seeing the final and dramatic slipping away of its collective attention span. This isn’t to say that everyone necessarily craves brevity—e-book sales are still spiking, which is always a good sign. But it does point out a very important point about the need to get to the point when operating a bulk email campaign and delivering that gentle tap to your customers’ shoulders that whispers “Hi there, we’re still here.”
Some people were born with an innate ability to be succinct. Others, perhaps not so fortunate in their DNA coding, take the scenic route when it comes to spitting out what it is they want to say. Whatever your predisposition, it’s important when you sit down before the email marketing software program of your choice to consider that many of your readers won’t take as kindly to getting a rambling monologue as, say, your best friend Glenn who hasn’t seen you in ages. Here are a few tips on “Twitterizing” your bulk email campaign.
- Don’t spread yourself thin or test your audience’s patience. Only make one point per email.
- Outline what you want to say ahead of time to help keep you on point.
- Don’t be afraid to use paragraph breaks, and often. They’re easy on the eyes.
- Leave out the big words. You’re not trying to impress, you’re trying to communicate.