(By Gil Gerretsen) One of the questions I get more than any other is about crafting marketing emails that get results. Although most people believe they can write effective marketing emails, the truth is that few do.

There are several important elements, but none is more vital than the “Intrigue Rule.” Make an all-out effort to intrigue your recipient right from the start (if you don’t then you never will). Why? It’s because people quickly shift to other matters that seem more interesting.

This means that your email’s subject line must immediately engage their sense of curiosity. Then your first sentence should build on that promise and quickly lay the foundation for what will follow. Focus only on them. Nobody cares about you, just how you can help them.

Keep the message short and sweet. Keep rewriting it until it is as short as possible. Aim for 4-5 sentences with no more than 15-17 words per sentence. Don’t be afraid to show some personality either. Be human. Be YOU. Be interesting. Show them who’s at the other end. However, make your request clear. Never lose sight of what the ONE call to action is. Focus on getting them to take that next step.

I will share more on this subject in the next few PepTalks. Do you have peers who need to write better marketing emails? Make sure they get these PepTalks too.