This is the eighteenth in our series of 21 Tips for Email Outreach.
People today are flooded with information, their inboxes are crammed, and as a result they’ve learned to parse that information. Your constituents read emails differently than a letter from grandma; their eyes flit over the headlines and pick out only what interests them, ignoring the rest.
This doesn’t mean you necessarily have to write less, but your email outreach will be much more effective if you use headers to structure your content and give them they option to read more if they want it. Summarize your main points and provide links to the articles. Once they’re on your website, they’re more likely to click around and see what else you have to say.
