{"id":30632,"date":"2019-12-03T07:30:07","date_gmt":"2019-12-03T07:30:07","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=24165"},"modified":"2025-01-14T12:33:41","modified_gmt":"2025-01-14T12:33:41","slug":"guide-writing-emails-for-scavengers","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/guide-writing-emails-for-scavengers\/","title":{"rendered":"The Step-by-Step Guide to Writing Emails for Scavengers"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">How many emails\nare your inbox <strong>right now<\/strong>?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And how many of\nthose emails do you plan on reading?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019m guessing\nthere\u2019s a significant gap between those two figures.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With estimates\nplacing the <a href=\"https:\/\/techjury.net\/stats-about\/how-many-emails-are-sent-per-day\/#gref\">volume of emails sent each day<\/a> at roughly <strong>293.6 billion<\/strong>, email saturation is very\nreal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re running\nany sort of email marketing campaign, that means your success relies on getting\npeople to open your email in a crowded inbox. But that\u2019s still only half the\nbattle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An opened email is\nuseless if the content doesn\u2019t capture attention, pique interest, and demand\nthe reader to take the next step.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is your\nchallenge to write an engaging email that people <em>actually<\/em> want to read. All you need to do is nail your subject\nline. Then nail your email copy too. But that\u2019s easier said than done&#8230; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All the technical\ntips and best practices in the world won\u2019t save you if you don\u2019t recognize this\none key trait &#8211; consumers are scavengers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re digging\nfor information, taking what they need, and discarding the rest. No one has\ntime to read content from start to finish, even content as (relatively) short\nas an email. So you need to write for information scavengers if you want your\nemails to be read.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scavengers want\nanswers, quickly. They want to tear into the value before someone else does.\nAnd with the emails that keep flooding their inbox, they\u2019ll look elsewhere if\nyou don\u2019t give them what they need.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So if you\u2019ve already built a winning email list, it\u2019s time to take the following steps to write emails scavengers will read.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Step #1 &#8211; Nail Your Subject Line<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You could master\nevery email writing trick in the book, but if no one is actually opening your\nemail, you\u2019re still failing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before you sit\ndown and type out a single subject line, picture your recipients\u2019 inbox right\nnow. It\u2019s more congested than peak hour traffic. And it\u2019s like that <strong><em>all<\/em><\/strong>\nthe time. Every subject line you create should be written with the express goal\nof scything through the pack.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With a glut of\nemails competing for attention in every inbox, creating compelling and engaging\nsubject lines is the first step in catching the attention of scavengers. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The right subject\nline can be the difference between increasing your open rate and being ignored\ncompletely, so don\u2019t skip this step to rush towards your email copy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think of your\nsubject line as your headline. It should be written to grab maximum attention\nin the shortest time possible. Remember, your audience wants to find the\ninformation that\u2019s relevant to their problems quickly. Then they\u2019ll leave\neverything else behind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ask yourself, \u2018<em>what can I put in the subject line that\nprovides quick, clear answers?<\/em>\u2019<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Need some help? <\/strong><a href=\"https:\/\/coschedule.com\/email-subject-line-tester\">Try CoSchedule\u2019s subject line tester<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/11\/writing-emails-for-scavengers-coschedule.png\" alt=\"writing-emails-for-scavengers-coschedule\" class=\"wp-image-24172 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 974px; --smush-placeholder-aspect-ratio: 974\/520;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Michael May, email\nmarketing team leader at <a href=\"https:\/\/www.searchitlocal.com.au\/\">Search It Local<\/a>, recommends taking the\n&#8216;U-approach&#8217; when crafting a clickable subject line. He explains <em>\u201cyou should ask yourself whether your email\nis unique, useful, urgent or ultra-specific. While the content may seem\nvaluable to you, you have to really step into the shoes of your recipient. If\nyour email doesn\u2019t tick at least one of these \u2018U-approach\u2019 boxes, you\u2019ll put\nthem to sleep.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ask yourself the\nfollowing questions to determine whether you\u2019re taking the U-approach:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Unique<\/strong>: Does your message compel, and is it remarkable?<\/li>\n\n\n\n<li><strong>Useful:<\/strong> Does your message offer value to the<br>reader?<\/li>\n\n\n\n<li><strong>Urgent:<\/strong> Does the recipient get the need to<br>read immediately?<\/li>\n\n\n\n<li><strong>Ultra\u2013specific<\/strong>: Does the recipient understand<br>what is being promised?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Subject Line\nTips<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Keep subject lines short<\/strong>: With the majority of<br>emails opened on mobile devices, <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2019\/02\/best-email-subject-line-length\/\">you\u2019ll be working with fewer characters than you think.<\/a><\/li>\n\n\n\n<li><strong>Utilize preview text: <\/strong>With so little space in<br>your subject line, use your preview text to provide additional information.<\/li>\n\n\n\n<li><strong>Create a sense of urgency:<\/strong> The fear of missing<br>out (FOMO) is a powerful trigger. Use time-sensitive language in relation to<br>discounts, promotion, \u00a0and benefits. <\/li>\n\n\n\n<li><strong>Be specific<\/strong>: Cute, clever and creative subject<br>lines aren\u2019t as powerful as clear and direct subject lines.<\/li>\n\n\n\n<li><strong>Add a name:<\/strong> Including your contact\u2019s name in<br>the subject line can <a href=\"https:\/\/blogs.constantcontact.com\/personalization-in-email-subject-lines\/\">increase open rates by 29%.<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Step #2 &#8211; Skip the small talk<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Small talk and\nemails go together like peanut butter and jelly. But they shouldn\u2019t!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It makes sense in\ntheory. If you\u2019re expecting your recipient to take the next step &#8211; whether that\u2019s\nto sign up, to book a meeting, or to make a purchase &#8211; you want to start soft\nand reel them in with pleasantries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In theory, hard\nsells kill sales. But there\u2019s a fine line for you to tread. Filling your email\nwith small talk can remove the effectiveness of a strongly worded and direct\nemail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You might feel as\nif prefacing all your emails with a friendly question or pleasantry helps\ncreate rapport. But look at it this way, how often do people ever <em>actually<\/em> reply to your small talk\nquestions?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>How was your weekend?<\/strong><\/li>\n\n\n\n<li><strong>What&#8217;s new in your world?<\/strong><\/li>\n\n\n\n<li><strong>How have things been traveling?<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">While you can keep\nthe short pleasantries in your emails, consider cutting them to make your\nemails more engaging.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Step #3 &#8211; Leave filler words out<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Scavengers scan\ncontent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They want to pick\nthrough your copy and find the juiciest, most valuable information to consume.\nEverything else gets left behind. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means every\nextra word you add that isn\u2019t providing value, is making it harder for people\nto find what they\u2019re looking for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think this doesn\u2019t\napply to you? You might be surprised. No matter what industry you\u2019re in, or how\nlong you\u2019ve been writing emails, there\u2019s a good chance you\u2019re using too many\nfiller words and pointless phrases. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t believe me? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Find a random\nemail that you\u2019ve sent recently. Assess how much of the email is clear and\nconcise and how much could be cut. Be brutal in your assessment. Watch out for\nterms like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u201cI think\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cBasically\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cVery\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cReally\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cNeedless to say\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cProbably\u201d<\/em><\/li>\n\n\n\n<li><em>\u201cSorry\u201d<\/em><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These filler words\nweaken your content and make you sound unsure of your own message. By removing\nthese filler words you\u2019ll have the dual effect of making your message clearer\nand sounding more confident.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.neurosciencemarketing.com\/blog\/articles\/f-pattern.htm\">Research has shown that people scan in an \u2018F\u2019 pattern<\/a>.\nSo, writing an email that reads like a book may not have the effects that you\nthink it will. With people skipping multiple words and looking for the\ninformation they\u2019re after, you need to trim the fat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t waste what\nminimal time you have by forcing people to skim through words that add zero\nvalue. Consider the following two sentences as an example\u2026<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><em>\u201cI think jumping on a call would be the next step, needless to say, I<br>think this could help you double your monthly leads.\u201d<\/em><\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>\u201cJumping on a call would be the next step. This could help you double<br>your monthly leads.\u201d<\/em><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Which one is a\nmore powerful message to you?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The second version\nretains the message of the first. But the trimmed line has cut all the filler\nthat weakens your premise and strips you of your confidence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Check out the\nemail from Google below; an example of a clear, filler-free email copy.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/11\/writing-emails-for-scavengers-filler-free.png\" alt=\"writing-emails-for-scavengers-filler-free\" class=\"wp-image-24170 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 974px; --smush-placeholder-aspect-ratio: 974\/474;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kill the\nFiller Tips<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Put your most important message at the top: <\/strong>People<br>remember the first information in a series with more accuracy than everything<br>that follows. Put your most valuable takeaway at the top to make sure it<br>sticks.<\/li>\n\n\n\n<li><strong>Use a P.S line: <\/strong>Recall is also high at the end<br>of a series. So bookend your email with the most important content at the start<br>and finish. A P.S line makes for a natural visual break that will draw a<br>scavenger\u2019s eye.<\/li>\n\n\n\n<li><strong>Send more than one:<\/strong> Got multiple messages to<br>convey? Consider sending multiple emails to make sure each message is clear.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Step #4 &#8211; Get to the point<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Attention spans\nare fleeting. In fact, if you\u2019re still reading this article by now you\u2019re in\nthe minority, with estimates suggesting the <a href=\"https:\/\/techjury.net\/stats-about\/blogging\/#8_Blog_readers_spend_approximately_37_seconds_reading_a_blog_post\">average read time for blogs in 2019 is just 37 seconds<\/a>.\n<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This short\nattention span applies to emails too. Your content should be short, sharp and\nto the point. Which means avoiding vague waffling and cutting out convoluted\nsentences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you are prone\nto over-writing, try writing draft copies of your emails and editing them\nbefore you hit send. You can also create a checklist to complete before sending\nanything off. Add questions like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Are my points clear and easy to understand?<\/em><\/li>\n\n\n\n<li><em>Can I remove any information to make my point clearer?<\/em><\/li>\n\n\n\n<li><em>Am I using words for the sake of it or to sound clever?<\/em><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Think of your\nwords as currency. You don\u2019t want to spend more than you have to. Brian Dean of\nBacklinko is an expert at getting to the point and showing the value scavengers\ncan find.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/11\/writing-emails-for-scavengers-seo.png\" alt=\"writing-emails-for-scavengers-seo\" class=\"wp-image-24168 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 974px; --smush-placeholder-aspect-ratio: 974\/677;\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Step #5 &#8211; Use Bullet Points<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s tempting to\noverload your emails with content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After all, your\nrecipient should be armed with as much information as possible to help convince\nthem to reply, sign up, or learn more. But if you\u2019re providing too much content,\nyou\u2019re stuffing your email full and making it a chore for scavengers to read.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let them skim\nthrough bullet points to find what they need instead. This strategy lets you\nsay everything you wanted without creating walls of text that send people to\nsleep.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your information is valuable so<br>you don\u2019t want to cut it out entirely<\/li>\n\n\n\n<li>Just modify your presentation to<br>make it easier to digest<\/li>\n\n\n\n<li>You can use bullet points instead<br>of writing long paragraphs<\/li>\n\n\n\n<li>Which will help you communicate<br>everything concisely <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Bullet points also\nforce you to be direct with your writing. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To get started,\nidentify a paragraph in your email that could be converted into a list. Keep in\nmind, you don\u2019t want to turn your entire email into a list. From there, use\nbullet points to break down chunky paragraphs into shorter lists that are\neasier to scan and digest.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The following\nexample shows how bullet points make information clear and simple.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2019\/11\/writing-emails-for-scavengers-bullet-point.png\" alt=\"writing-emails-for-scavengers-bullet-point\" class=\"wp-image-24174 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 962px; --smush-placeholder-aspect-ratio: 962\/545;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bullet Point\nTips<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Create mini-headlines: <\/strong>Your bullet points are<br>like tiny headlines that attract attention. Each one should convince people to<br>read on.<\/li>\n\n\n\n<li><strong>Stay on track: <\/strong>Bullet points should be<br>contextually related. So don\u2019t stray from your original theme as you move down<br>the page.<\/li>\n\n\n\n<li><strong>Stay symmetrical: <\/strong>Notice how each point here<br>starts bold and ends with a sentence of complementary information? That\u2019s no<br>accident.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Is today the day your emails improve?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Writing emails that don\u2019t end up in the trash\ncan feel like an impossible task at times.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, by following these steps you can tap\ninto the minds of information scavengers and increase your open rate and\nclick-through rate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, remember there is a human on the\nother end of the screen &#8211; not a potential sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Put yourself in their shoes and imagine the\ntype of email you would stop and read. That should always frame your choices\ngoing forward.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you have any tips for writing emails that actually get read? Let us know in the comments!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It is your challenge to write an engaging email that people actually want to read. All you need to do is nail your subject<br \/>\nline. Then nail your email copy too. But that\u2019s easier said than done&#8230;<\/p>\n","protected":false},"author":277,"featured_media":30704,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[316],"tags":[],"class_list":["post-30632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Step-by-Step Guide to Writing Emails for Scavengers | Mention<\/title>\n<meta name=\"description\" content=\"We don&#039;t have time to thoroughly read all the emails that we receive each day. 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