Think about your reader – again

Think about what your reader will be looking for. It’s advice worth repeating (which is why I keep repeating it).

That means forgetting all the things you know that you reader might not and putting yourself in their place.

Take this email from the Royal Opera House:

Why this newsletter doesn't think about the reader

It talks about BP’s Big Summer Screens but it doesn’t say where they are.

Result? Confusion.

I didn’t even see the link that says “Find a screening near you” the first time I looked at it because it was below the fold.

So two simple things could have made this a much more effective email:

  • Adding the words “all over the UK” in the first paragraph of text
  • Moving the link to just below that paragraph.

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