Those writing copy for their email marketing campaigns should place the most important information they are trying to communicate to recipients at the top of a message.

This is the advice recently handed out by Tim Ash of Search Engine Watch – he highlighted the limited time many targets have on their hands to read through messages.

Mr Ash said the part of the message which is most “valuable” should enjoy a position of prominence at the start of an email.

He commented: “Get to the point and let them decide if your content is relevant enough for them to stick around.

“Writing this way maximises the chances that visitors will come away with the information that you consider most valuable.”

Another email marketing tip given on the back of research from Nielsen Online was that utilising user-generated content as a part of direct marketing campaigns can lead to improved sales.

Related Topics: Email Marketing