Prospects will read your e-mail. I promise. We all say we hate e-mail, but everyone has a few newsletters that they read every time. According to research from Quris, everyone has 10 to 20 e-mails in their "inner circle" that get read regularly. Your goal is to get into your customer's inner circle with creative, interesting and relevant content. The bad news: You're competing with every other e-mail your prospects are reading. (This is very different from competing with what your competitors are sending.) You're fighting for attention with the joke-of-the-day lists, newspapers, trade magazines, sports headlines and all their other current favorites. The good news: It's easier to write great e-mail than you think.
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