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Email Copywriting - Forced Returns?

by tonydbaker
6 replies
I have always believed that in writing email copy, to write in short paragraphs, typically no more than 2 sentences per paragraph and with natural returns.

I know that in the old days, it was popular to do hard returns after 60 characters because different email programs would force returns differently.

However, these days most people pretty much have html email and it's pretty much all the same.

So, if the idea is to make something look personalized, as if it came from me to you personally, then why do so many marketers still do the old hard returns after 60 characters? or even worse, after 30?

To me a conversation
that looks like this
is not natural and
is automatically
considered to be spam.

What are your best practices when writing email copy?

Do you include visible urls or just put them in as hyperlinks?

ie: Click here: http://url.tld


- Tony
#copywriting #email #forced #returns
  • Profile picture of the author Mike Schwenk
    Originally Posted by tonydbaker View Post

    I have always believed that in writing email copy, to write in short paragraphs, typically no more than 2 sentences per paragraph and with natural returns.

    I know that in the old days, it was popular to do hard returns after 60 characters because different email programs would force returns differently.

    However, these days most people pretty much have html email and it's pretty much all the same.

    So, if the idea is to make something look personalized, as if it came from me to you personally, then why do so many marketers still do the old hard returns after 60 characters? or even worse, after 30?

    To me a conversation
    that looks like this
    is not natural and
    is automatically
    considered to be spam.

    What are your best practices when writing email copy?

    Do you include visible urls or just put them in as hyperlinks?

    ie: Click here: http://url.tld


    - Tony
    If they've already trusted you enough (as they should if you've built solid relationships) to open your email, there's no reason to automatically assume that it's spam.

    Plus, this is why it's important to have a good opener.

    As for the issue of hard returns...

    It's not just a matter of compatibility with the plethora of email providers out there.

    By having shorter lines, it is less work for your reader's eye. It may not be "natural", but it makes it easier to read.

    And there are still those who prefer plain text to HTML. Personally, I'm one of them.

    Even with plain text, though...I've still received the occasional e-mail that requires a horizontal scroll.

    Sometimes it's not an issue of what it is read in, but what program was used to write it.

    -Mike
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    • Profile picture of the author AdwordsMogul
      Personally, I use Aweber's "wrap long lines" option.

      As Mike said it's easier to read.

      Fancy HTML templates are just a gimmick for those who don't know better.

      If your purpose is to drives sales what you want to do is to make the email as easy to read as possible.

      As far as links are concerned... I always put them in hyperlinks and use write the full link in the plain text version.
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      • Profile picture of the author Pusateri
        Originally Posted by AdwordsMogul View Post


        Fancy HTML templates are just a gimmick for those who don't know better.
        You have to know your list.

        For mine (mostly professionals and retired professionals age 45-80) a fancy html magazine style layout wins by roughly 75% over plain text and 50% over lightly formatted text.

        A photo at top left slightly out pulls top center and beats the pants off having it anywhere down the page or going photoless. But that's my list. It pays to test.

        Mark
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        • Profile picture of the author tonydbaker
          That's what I like! Answers based on stats rather than opinions.

          That's my opinion anyway. ;-)

          Nevertheless, thanks!

          Originally Posted by Pusateri View Post

          You have to know your list.

          For mine (mostly professionals and retired professionals age 45-80) a fancy html magazine style layout wins by roughly 75% over plain text and 50% over lightly formatted text.

          A photo at top left slightly out pulls top center and beats the pants off having it anywhere down the page or going photoless. But that's my list. It pays to test.

          Mark
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  • Profile picture of the author Rezbi
    I don't
    like HTML
    templates.

    And
    I prefer
    shorter
    sentences
    where
    I don't
    have to
    adjust
    the
    scroll
    bar.

    In fact
    I hate
    having
    to do
    that,
    so I
    usually
    delete
    them.

    I don't like HTML templates. And I prefer shorter sentences where I don't have to adjust the scroll bar. In fact I hate having to do that, so I usually delete them. Know what I mean?
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  • Profile picture of the author wcmylife
    It all depends on the list - but from the copy that I have done for my clients, hyper linking words better instead of just typing in the URL...I keep my posts really short and use a strong headline as it is probably the biggest factor that determines the percentage of emails that get opened..
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    Hypnotic Headlines - Higher Conversions

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