Last week, we covered 4 tips for more powerful email subject lines. An interesting subject line is critical – without it, your reader won’t be intrigued enough to click through to your valuable content. Once they click “open,” however, your material better deliver what they’re expecting. Not only that, but you want your audience to click beyond your email, to different parts of your website or a special offer. You want them to do something.

Implement these 5 tips to ensure they keep clicking:

5. Make your content personal and relevant

Using variable data to show the recipient’s name doesn’t count. Tell them why you’re reaching out. If it’s to follow-up on their request for a white paper, ask if the information was beneficial and offer a few additional tips. Convince them what you have to say relates to them and their business challenges.

6. Use “you-focused” language

Keep the focus on your audience, not you. Instead of writing “Company XYZ is pleased to announce the debut of a new technology platform,” write “Our new technology platform can help you achieve 30% better results.” Use pronouns like “you,” “we” and “our” and tell your readers not what your product/service does, but the value it offers. Which leads us to the next point.

7. Promote benefits, not features

Sharing all the bells and whistles of your new high-tech product is great, but what does that mean for your audience? Why should they care that your widget has a 50 gigahertz processor? Does it help them increase productivity by 25%? Does it help them save money on labor costs? Don’t just talk about features – talk about the value they offer.

8. Keep it short

Just because you aren’t constrained by the page size of a printed piece doesn’t give you license to cram an entire story into a single email. People more than likely will scan your message for the main points and then decide if they want to take action. Make it easy for them. Break up your copy with key message subheads and give your story a single focus. Readers should be able to walk away and know exactly what you were telling them.

9. Put “action” in your call to action

What do you want the reader to do? The more active your verbs, the better. Can they watch a video? Download a free white paper? Calculate their savings? Design your call to action so it stands out against the rest of your email. Colorful buttons and clear, simple instructions are eye-catching and compelling.

So there you have it. 9 tips for better emails. Have any of your own to add?