A Copywriter’s Question: How to Assess Your Email Marketing IQ?
Questions:
Are you a business, with a web site?
Do you sell a product or service on your web site?
Do you have a mailing list that you’ve collected, from site visitors, who have opted-in to receive information from you from time to time?
If you don’t have your own in-house list, have you rented an email list from a reputable 3rd party provider … and emailed to them?
Do you test your responses to various campaigns that you run to see which ones convert better?
Assessment:
If you are in business, with a web site. And if you do have a product or service to sell …
then you should absolutely take advantage of the amazing results you can garner, with email marketing, if you aren’t doing so already.
You will need a good email service provider (ESP). I use aweber, but there are many others out there, like Constant Contact, getresponse, Campaigner, etc.
It’s vital for you to use one of these services because they are SPAM compliant. And the last thing you want is a spam complaint.
You can format the emails properly, so they look very professional and they use an unsubscribe link.
You can also put the entire campaign into one of these systems and set the dates for the sequence.
If you have 5 emails in one campaign, you can set the first one to go out on day one, the second one to go out 2 days after that one, etc.
Research tells us the days to avoid are Thursday and Friday. Best days are Sun, Mon, Tues.
Subject Lines:
The most important part of your campaign is the subject line.
If your emails don’t get opened, they won’t get read. And your links won’t get clicked on. Makes sense, doesn’t it?
Never, ever use the word, “FREE” in your subject lines. The spam filters hate that word, as do most recipients. It screams of spam, even if it’s from a legitimate company.
Don’t make huge, bold promises that sound too good to be true. Again, spam filters hate this … and they’re real smart nowadays.
The Body:
You can use plain text or html, with good success. Studies show that simple html emails have a bit better open rates.
One thing to remember is to use a gripping headline right at the top of your emails, before the salutation.
The reason for this is that so many people access their emails from mobile devices and some email clients have preview panes these daze.
So, with a compelling headline, it’ll show up and they’ll be more apt to open it. (A little known tip.)
Make every word count and don’t allow any typos. Period.
Be very conscious and respectful of their time. So, please don’t try to sell shoes to a list of people interested in dog clothing. You’ll get spammed.
Always remember that whatever you’re selling, the reader only cares about one thing: WIIFM. (What’s in it for me.)
They aren’t that concerned that your running shoes are made for 100% pure silk innersole … unless you tell them that they’ll feel like they’re running on air.
They’ll be able to run in these shoes twice as long, without any discomfort at all.
The way you connect with the reader is most important. They must feel that you feel them. They’ll need to know that you know what they need and you care about them.
Find an expert email marketing copywriter for this job. It’s deceptively easy. But it takes a master to do it right and to persuade them to buy.
The Offer/Close:
Give them an offer they can’t refuse … and they can’t find anywhere else. Always offer a no-brainer guarantee as well.
Build in scarcity, by giving a time limit on your offer. Like: This special offer is only for the first 2,000 orders, so hurry!
Give them links to your site, where they can buy these fabulous shoes. And make sure your order form maximizes conversions.
Finally … remember, it’s the number of conversions that matter and not the number of visitors to your order page.
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