TL;DR - I kind of skipped everything

Admit it, you glanced at an email you meant to read but had to set your phone down to attend real life. In this day and age of notifications, events, social media, games and actual work, even the strongest of us can have technological ADD. It's hard because so many people are vying for our attention! 

In this third installment of the Email Breakdown I am talking about how to best convey your message - simply and quickly. 

Blog posts are great for writing that miniature novel, but emails need to short and to the point. If I can't read your intention in the first three lines, rewrite it. When writing emails for clients I tend to have redundant information. I put the same link in three places in three ways. Why? Because I have no idea how far someone is going to get, and I'm not betting they are going to make it to the bottom. 

This is a Footer, but illustrates that I doubt you read any of that. 

This is a Footer, but illustrates that I doubt you read any of that. 

Email Outline

The best way to focus your story is to break it down into a few sentences. If you ever wrote essays in school this might sound familiar. 

Intro.

Topic Sentence. 

Body Sentence.

Closing. 

Intro. Difference between an essay and an email is the Intro doesn't even have to be words. It can be an image, a "Hey So and So". Just something to not cold pitch from the moment they walk in the door. 

The Topic Sentence is your meat. What is the entire purpose of this email? Are you having a sale? Are you addressing a solution to a pain point? Speak and they will come. Make sure you give them a Call to Action to get involved in what you want. 

Body Sentence. This something you can take or leave. It's nice to continue the narrative, but if enough is said in the Topic Sentence you can move on to Closing. 

Closing. You better Call to Action huge here. It's the last chance you get them before the archive this email for good. And if you did your job right they had to pass like 4 CTAs before they got to this last one. I like to make the CTA at the bottom a button because it stands out and makes them look at it. 

Why TL;DR? Because if your email is too wordy, they are going to mentally say "Too Long, Didn't Read."