Every advantage has to be supported with product or service features. And one should use specific numbers instead of generalisations. A story with a hidden message can be placed in the email's content as well. It is also worth repeating the most important elements of the offer and add information about what a client can get for free.

The opinions of clients or of authorities on a given subject, examination results to raise the importance of arguments in favour of the offer can also be used. The author should explicitly write if they want the recipient to take action, but at the same time, ought to inform what the client can get in exchange for it. The best solution would be to offer something free of charge, for instance a bonus coupon or access to a report inaccessible for everyone else. Marketing specialists suggest putting postscript in the mailing, containing the offer's summary, alternative benefits or a bonus not advertised, which should convince the hesitant person. The principles of writing offers are also applied in writing persuasive emails, however, the message should contain one to two screens and be only a sort of introduction to the offer on the website. The language used in the email should be simple. The advertisement hidden in the email content has to go through the stages of AIDA model (Attention, Interest, Desire, Action), i.e. attract attention, raise interest to get more information about a product and boost the desire to have it, create or emphasise the clients' needs, and finally, convince to take action, for instance to make an order.

However, if the clients do not have confidence in our brand, they will not perform any action. Confidence is built up slowly and one cannot make recipients do something immediately. Emails should be written in such a way to gradually build the client's confidence in the company and its products. This can be achieved by placing in the email short information about the product, pictures, and references to the Internet website with a detailed description of the product or services.

According to Email Labs research, the more active references to the websites (with detailed information) in the email, the better. Each link has to be marked correctly and stand out from the text, e.g. Read more (use bold and underline). The text cannot be too long. It is advisable to prepare short paragraphs with references to the website, where the recipient could get more information.

Only after informing and building up this confidence the author can think about persuading the clients to perform an action, e.g. to buy the product, stressing all the time what benefits they have. Every email has to contain information about the sender's name, surname, email address and company's data including the sender's telephone number (4 to 8 lines). The summary of a Privacy Policy or at least the Internet reference to this should be placed in the page footer, separated from the message with, for example, a dotted line. Moreover, at the bottom of the message there should be information about why the email was sent to the recipient and how one can withdraw from subscription list in a simple way (usually by one click).

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