The Seven-Second Rule

When subscribers open email messages, you have about seven seconds to answer their most important question: "What's in it for me?" According to Steve Adams, the best way to prove value is to deliver great content again and again. Here are three time-tested rules to keep in mind when writing your email missives:

Know your audience. "Are you writing to a 70-year-old retiree who enjoys golf, or a stay–at-home mother of three?" he asks in an article at MarketingProfs. If you have a diverse audience, target segments with specialized content.

Give messages a personal touch. Sign your name to offers, or find another way to give a human "face" to your company. "Establishing a personal voice behind your communications not only helps the customer feel a connection," says Adams, "but also fosters a relationship with your readers."

Keep it short and sweet. Don't waste your seven seconds on wordy text or fluffy content. "Make it easier for your customers to sort through what they don't care about and find what really sparks their interests," he says. In the same spirit, he also suggests that the more frequently you send messages, the shorter they should be.

The Po!nt: Never forget why subscribers signed up for your messages in the first place—valuable content. "It is the key to executing successful campaigns, growing your subscriber following, and getting them to keep coming back for more," says Adams.

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