Finance: It pays to say what you mean

Last week we looked at two database tips. This week let's look at a few pointers for your content, what you actually say in the email.

Wiift (what's in it for them). Short and sweet. The number one content rule and, unfortunately, where 999 out of 1000 businesses fail, is not recognising the simple fact their recipients care only about their own world. They're busy. Over-messaged. Over-inundated. The 999 business emails are written from a me, me, me point of view.

Here's a few examples from my inbox:

A consultant: I've just written a new book.

A Twitter direct message: We develop easy to use and affordable hosted IT.

Speaker: If you missed my webinar.

You can see these are written from the businesses' perspective. A simple mindset change would make all the difference. What are my problems? My pains. What solutions would interest me? How can I be more successful? How can I save money? Then a simple tweak of your wording will make a huge difference.

A consultant: Here's a new book you'll be interested in.

A Twitter direct message: Do you need easy to use and affordable hosted IT?

Speaker: Do you want to know more about X? Here's a link to my webinar.

You must, must, must write for spam filters.

It pays to understand how emails are screened, rejected or accepted. Commercial spam filters intricately examine each email and primarily work on a point scoring system. The filtering criteria, words as well as technical set-up, are different for every business recipient as their IT department sets the controls. Have a look here to see the rating system of spam assassin http://au2.spamassassin.org/tests.html

Next week we look at what to be aware of in email template design.