Recently, a client of mine began to offer his feedback about some autoresponder emails I had written for him. His complaint: I had not included enough features and benefits in the email.

Before I addressed my client's concern, I thought about how to respond. I concluded that my client and I had two differing views on the purpose of email. Before we could reach agreement, we had to reconcile our opinions.

What is the purpose of email anyway?

My client seemed to think that each email should be stuffed full of sales copy. That no features or benefits should be omitted. That the email should do the entire sales job, so to speak.

It's my opinion that my client was expecting an email to do what a web site should.

The real purpose of email marketing is twofold:

That's all an email should do.

If an email pre-sells the product or service... and creates enough curiosity to persuade your reader to click a link... then the email has done its job beautifully.

It's then the web site's job to "close the deal" and collect the money.

After all, you can't process credit cards inside an email. Your reader must go to a secure web site for that. So it's the web site's responsibility to get the order and capture the person's payment information.

In your email writing, remember the ultimate purpose of what you're trying to do: pre-sell and get a click. That's it. Let the sales copy on your web site convert your interested prospect into a paying customer.

Source: www.articlesbase.com