This little nugget gets little air time, but its importance is paramount as more and more copywriters continue to not understand email.
Many (if not all) of the popular email programs now show your readers not only the subject line, but also the 1st line or so of your body text.
This places even more importance on that 1st line of your copy, and gives you more opportunity to draw the reader in. I recommend a short and intriguing statement, either setting the scene or opening a story.
For example:
- I almost died yesterday.
- I was in the darkest corner of the theater…
- It didn’t end the way I’d of guessed…
If you’re using html email you might be boring your readers with “to view images in this email…” statements that automatically show in Gmail (unsure of the others) or other boring, unremarkable drudgery. If you’re using images at the top I hope your alt text is interesting.
Use that 1st line to start the story. It’s human nature to want to finish it, and that means more people reading and more people clicking to your sales page.
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