When you have products and services to offer, you want to share information about your offerings with prospective customers using email marketing. But to achieve your goal of getting conversions, you have the onerous task of getting people interested in the first place. And to interest them, you need to deliver relevance through your email marketing campaign.

So, how do you tailor the content of your email messages to tell people about what interests them? When it comes to checking a bunch of mail messages in the inbox, attention spans of even the most patient executives are rather short, and you have just a few seconds to create the right impression.

Start with placing yourself in your recipient’s shoes, and wearing the recipient’s thinking cap. These virtual actions should set you on the right path.

Work on a subject line that informs without exaggerating. Then include a personalized, semi-formal salutation with which to begin your content.

Get to the point you want to make ASAP! An inbox (especially those of busy professionals) is like a thriving beehive. If you state clearly, precisely and sincerely what you have to offer, chances are bright for an actionable anchor text (AKA CTA!) to receive a definite click.

Have a tight rein on vocabulary. Avoid jargon that can confuse the reader. If the copy is simple, the meaning is clear and the reader’s understanding will be immediate. At this stage, the reader should have a glimpse of the benefits of doing business with you.

Always keep in mind that email recipients are NOT interested in you or your company, but only in what your product or service can do for them.