Majority of the email messages we receive today either ends
up in our saved messages folder or goes straight to the
trash can. The more dominate and familiar messages are
usually associated with past business or personal contacts
is why we save so many emails in so many folders that it
creates an email management nightmare.

Regardless of the excessive spam, the way our human mind
picks through emails which are important, is by looking at
the headline. If the headline does not appeal to our normal
judgment of being a legitimate reason for contact, the
email should either be trashed or saved for further
reading. This is not to suggest using spam messages for all
email contacts. It does, however restricts the use of
commercial emails who did not optin and simply directs
attention for those who have opted in to receive

The problem with today's email messages are the bogus and
hyped up headlines and the content does not match the
headline, therefore is miss leading the purpose behind the
product or service trying to be advertised. Now, all email
messages are not presented in this fashion, but
overwhelmingly 80% of what we receive daily in our inbox
continues to never change.

The unidentified rule of the headline, is that it must sell
the email message. Without a main theme mentioned in the
headline itself telling of the product or service, then the
purpose of the headline has now been shot down and
eventually ends up in the trash. This means for those who
are trying to sell by email, Must let the reader know what
it is they are trying to sell in order to "Get The Click"
and gain their interest to open the email to start with. A
fashionable trick luring the reader to open the message
will only make things worse and the credibility of the
sender is now in jeopardy.

The unidentified rule of the email message relates directly
from the headline in presenting the product or service
without false pretenses. The number one reason of failure
for email ads with bogus content, is the email was written
to sell the product or service straight from the content
instead of directing the reader to a website which in turn
should sell the wares.

There are three main unidentified rules:

1. The Subject Must sell the message
2. The message must sell the site
3. The site must be relevant to the subject and message

This rule is called "The Proper Email Message Structure"
and it must be utilized in every email message that is in
advertising nature. All other messages which are used for
contact or follow up with customers, can be informal,
however if there must be a selling message, this can be
accomplished simply be using a signature file or by using a
PS. which in turn should also retain from heavy selling,
but should stick to benefits more than promotion.

Another down side towards reading messages which seem to
scroll into the distance, the average attention grabbing
moment is only going to last within 60 seconds. Anything
longer in reading a message which does not focus the
readers attention on, will get trashed immediately. This
email packet we all have seen that never ends, most likely
has good intentions and worth the time spent reading it,
although research has carved a path stating that the time
we spend going through emails daily, our productivity is
decreased by 38% due to overly tricked email messages.


1200 email recipients were surveyed determining
whether they would read short or long emails
with advertisements in them, 64% confirmed the
deletion of long email messages for only those
which did not interest them.

Any email of greater length can be extremely effective when
stressing the key points and most importantly the benefits
keeping the readers attention throughout the entire
message. This also applies to short emails using key
points, but tells us the advantages of reading an email in
shorter length and having straight forward facts, will be
more effective than longer ones.

The most attractive way to present HTML email messages
without "screaming or yelling" is to use limited amount of
graphics. This will minimize size and loading, plus it is
easy on the eyes when reading the content and not trying to
focus on heavy bright or conglomerate images. Seeing a
great looking picture in our email with very little text,
94% of the time will be deleted, especially when it comes
from anonymous senders. If the message should involve a
graphic, so should the text to go with it. Period.

The unidentified rule of using advertisements in an HTML
environment are to point out specific types of promotions,
specials or events using Bold Titles, Headlines and Links.
Use Italicizing for sub headlines and use bold and
Italicizing for sub titles. This will present the email
message so the reader can visually see key points or
sections of the message and not be thrown off subject.

Keeping a positive attitude is a must when writing a
selling email message, and also requires the email to be
focused on the reader at all times and not hyping up the
next special offer.

About The Author:

Steven Boaze, Chairman, is The Owner of
Corporate Web Solutions. Steven is the Author of
two successful Books, thousands of articles featured
in radio, magazines newspapers and trade journals.
Steven has 25 years experience in journalism, copywriting,
certified Web Developer.
Copyright © 1998-2005

Author's Bio: 

The problem with today's email messages are the bogus andhyped up headlines and the content does not match theheadline, therefore is miss leading the purpose behind theproduct or service trying to be advertised.