If you consider email marketing to be an obsolete technique of marketing and promotion, and won’t bring you any gain, especially financial, I have three words for you: you’re totally wrong. Emails may have been present for a much longer time compared to many other forms of online marketing. On a closer evaluation of its specifics, you will realize that all along you’ve been ignoring one of the best, cheapest and results oriented promotional techniques at your reach; selling through email means selling your best.
When you envisage the 929 million email accounts owned and operated by various entities across the world, it appears that you can never go wrong setting up yours. Nonetheless, note that there’s a massive flow of newsletters on a daily basis and it would be a real challenge to stand out from the rest. Luckily, through this article you’ll learn easy and effective techniques to help your emails stand out.
This is how we believe readers sort out their hundred emails, which will determine whether they will get to read your e-mail sales messages and whether they will work or fail: (1) unprofessional — poor grammar, poorly written, a mixture of different formatting styles and fonts (2) lackluster — messages that leave them asking “so what?” and (3) winner e-mails – that compels them to buy your product or service.
So, what are the traits that separate the winners from the rest? After analyzing the most outstanding e-mail sales message, we came up with the following steps to writing e-mail messages that sell:
Write a truthful and compelling subject line.
Just like with every other email message, the first task is to come up with subject line compels the reader to open it. Great subject lines communicate the message content and promise an outcome, product or service of real value. Majority e-mail sales messages have the word ‘DISCOUNT’or ‘FREE’ in the subject line making those words to appear like a prerequisite. However, after the so free offers or first dozen, the reader is cautious and wants something extra.
Deliver a clear and precise message in advance
Readers are busy and don’t have enough time to make out what it is you’re offering. They are impatient; apart from that, they don’t need a tease or a “clever” narrative leading up to the key point. Be precise and succinct. Open with a clear declaration of what you’re supplying or offering. For instance, your opening it should be concise and precise to grabs the reader’s attention with a question, and then provide a solution.
Here is an example: “Are you seeking a unique, effective and pocket friendly way to market your site or business? Try Postcards”
Majority of e-mail sales messages begin with a lengthy recap to the user of why he’s receiving the e-mail messages (opt in) and a detailed guideline on how to withdraw or stop receiving them (opt out). This statement is a necessary courtesy, but it wastes a lot of valuable time and space. Though it’s important to give readers this “opt in” and “opt out” information, make it the last or closing point of your message
Here’s a good example of an opt in video that leads people to make a decision to enter their email:
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Deliver one message.
After spending a lot of your time, energy and money establishing an e-mail marketing or promotion list you may get tempted to actualize your money’s value by utilizing the list to inform all potential clients about everything you offer or do: for instance, free mouse pads, the winter sale and 2 hot new products or services among others. Don’t.
Usually, readers have very short attention spans but long enough to absorb one message at a time. The best approach for delivering several e-mail sales messages is by writing a single message for every item you’re trying to sell or offering. If you have so much to inform your readers, and would want to communicate with them on a regular basis, consider using an e-mail newsletter; it’s a better layout for multiple messages.
In return for actually reading your communication, offer readers something of worth: a special offer or useful information, and perhaps something discounted or free. Here’s a sample of e-mail sales message that excellently combines the assurance of valuable material with a discount or free offer. For instance, “is your website secure enough to enable you conduct business safely? To learn what’s driving security on all leading websites; apply for your FREE copy of the newsletter ‘Securing Your Website for Business’ from Marcus Villain.”
Illustrate to readers how they stand to benefit
It isn’t enough simply inform the readers of what you’re offering. For instance, “Try our free online security service.” Inform them how your offer, service or product will benefit them. For instance, “Our free online security service will enable you secure your business website and confidential information from hackers and online theft. It will warn you of potential threats and block websites that pose a threat to your entity’s security.”
Here’s another example clearly portraying how you or your entity stands to gain: “Sign-up for the Private Financial Advisory to receive powerful, personalized and objective advice each week via e-mail on ways to effectively invest your funds to help you to attain your personal financial objectives.”
Include a call-to-action
Your persuasive subject line and customer-focused lead have so far done the trick and you’ve caught readers’ attention. You’ve offered them detailed information and showed them how your services or products will be of benefit to them. Now stretch your efforts further and tell them exactly what you require of them or want them to do.
Avoid simply asking them to visit your site and instead inform them what you expect of them. For instance, invite them to register for your free weekly newsletter, enter a draw and buy your product or services. Here are good examples: “Sign up to win a free trip to Venice by visiting our website” or “Download a demo software at: example.com”
Lastly, pay attention to timing. Take note of the best days of the week or month to send your potential clients your email sales messages. For instance, Mondays are always considered the best days as it increases the odds of the readers seeing and actually reading your mails. Apart from that, know the optimal frequency of sending the email messages to boost open rates and increase your odds of customers’ proper response.
Lastly, know the time period it takes the entire sales process; that is, from the time of opening the email messages to making orders or purchases.