1. WIIFM – What’s In It For Me? Answer that question for your readers, as quickly as you can in the body of the email but also take care to convey it in the subject.
2. Keep it short and simple. No one has the time and least of all the inclination to read long winded pieces of literature that severely lack any instruction on what to do next nor offer any call to action.
3. Don’t make a “noise”. Unnecessary use of exclamation marks in headings, subject lines and within the text create “noise” that shouts desperation. Good copy does not need a series of exclamation marks because it is attention grabbing in itself. If you must, use question marks instead; they are much more engaging. Don’t you agree?
4. Personalize. Make your reader feel special by addressing them and making an offer in your email that appears to be designed for a select group rather than just about anyone.
5. Be honest. It is very tempting to use words in your subject lines like “limited time offer”, “offer closes on July 30th, 2007″, “free for first 25 customers”, etc. in order to attract quick sales / conversions to your website. While this may work for some, it may also turn off many others who will not trust what sounds too good to be true and therefore, likely to be spam. If the offers are indeed true, use them, but elsewhere, rather than in the subject.

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