Your customers don’t read your marketing emails.

They scan them.

Don’t expect customers to methodically read your emails from first word to last, because they won’t.

When customers open your emails, they quickly scan them, and their eyes get drawn to ‘landmarks’ within the email.

These are things like headlines, subheadings, buttons, bullet-points and images.

If they like those landmarks, they’ll then look at the text around the landmarks.

Now that you know customers might look at nothing but the landmarks, you realise how important it is to make each of those landmarks a standalone piece of marketing.

The landmarks aren’t there to support the text; the text is there to support the landmarks.