You send email for just one purpose. That purpose is to convince those who receive your email to act on it.
You want the recipients to buy what you are selling. You want them to click on the links you supplied, drag out those credit cards and buy what you are selling.
In plain English, the purpose of a marketing email is to sell the products or services being recommended in the letter.
There is a geometric theorem that says, “The shortest distance between two points is a straight line.” The object of a marketing email should be a straight line between:
Point A (You sending the email), and
Point B (the recipient of the email buying the product or service that you are selling).
If you lose sight of the main object of a marketing email that you send out to the members of your list, you are very likely make them forget all about getting from point A to point B. This is the reason that you need to keep your eye on your goal while you are composing your marketing email. Remember that the average email user does not actually read their email from you. They scan the email. Their attention spans are notoriously short and you just don‟t have the luxury of a long winded sales pitch.
The very best marketing emails are short, one-page letters. They have short sentence. They have short paragraphs and they have bullet points that outline the top 3 or 4 top selling points of the product or service that you are promoting.
Your marketing email always needs to be formatted correctly…. that is it should only use ASCII characters, have only 65 characters per line and should not contain word-wrapped links. This formatting makes your emails readable in all email programs.
An attention getting subject line is vital, as well. If you can‟t convince the recipients of your email to open it, they can‟t act on it no matter how great it is.
The ONLY goal of a marketing email is to sell the product or service being advertised.