Notes on email for use in a campaign to teachers

Click here to read a sample email for use in a campaign to teachers

Subject: The subject line doesn’t have to describe the product, just arouse interest

An open question based around a benefit written as a headline focuses the teacher’s attention

The opening paragraph then moves on to  focus on the setting.  The readers might well skim this looking for the answer to the question in the headline, but their reading will slow down because of the unexpected nature of the opening.   We are gradually getting attention.

It is quite possible to take up several paragraphs expanding on this opening theme, again remembering that many readers are just going to skim through this looking for the answer to the question at the start.  But never forget, some will read.

Because we are taking our time to get to the selling point, slowly the reader comes to believe that this is not an advert but an informative piece of text.  As such their willingness to take us seriously and believe what we say increases.  Without doing this, credibility is not established.

Meanwhile the short paragraphs and space between paragraphs encourage reading, but also make it easy for to speed read, coming back to read again in more detail later.

Now however we point out the problem that the children’s perception brings.  We are formulating a problem in our own terms in a way that the teachers will accept, because we have set out the problem as a little story. 

We then get to the key issue that is one the teacher is facing  “how can we keep the pupils’ enhanced level of interest at its new level, after the first couple of lessons?”

And then we summarise our solution.  Rather than reducing sales by delaying the announcement of our product we have enhanced interest by taking the reader on a journey which is nothing like that of the ordinary sales email.   And we have enhanced belief.

Finally comes a bit of detail about the product.  Not every feature, no bullet points, but the basic details in relation to the problem solved.  Remember anyone interested can go onto the website.

So we approach the end with a link to an individual landing page that tells the reader more.  Not the home page normally, but a page related to this product.   

And we sign off with a phone number and email address.

Tony Attwood (it is always good to finish with a name)