Email Is The Condensed Soup Of Marketing

Author:

Cynthia Edwards

Source:

How much time do people spend reading an email? Not much. They spend a second or two deciding whether to keep or delete an email, and usually just a few seconds reading the ones they keep. This means the pressure's on the creative team -- the writer and designer -- to communicate the maximum amount of meaning in the least amount of time.
 
The craft of writing for a specific space is one that must be learned. Academia rewards us for writing essays studded with ten-dollar words and complex sentences. In advertising, and especially email, the writer has to throw those habits out the window and start learning a new form of word craft: the art of writing powerfully by concentrating and simplifying the message. Great email is like condensed soup -- it has all the goodness of the full meal, but with the water removed.
 
Squeeze out clutter in the planning stage...