How to Make Email Marketing Works for Your Business
Author: Mr JH Saw
Topic 1 ~ Your Email Subject Lines ~
How To Write A Good E-mail Subject Lines That Works?
Here are the 5 tips:
1. Ask a question. One of the best ways to get a reader's attention is to ask a question. But like a trial lawyer questioning a witness on the stand, make sure it'll get you the response you're looking for. "What's the best way to grow your business?" is a great subject line for business owners. After all, what business owner wouldn't want to grow his or her business? Or let's say you run a health club. An e-mail with the subject line, "How can you lose 5 pounds in one month?" would certainly be compelling. It's important your question be relevant to your audience.
2. Be a tease. A clever subject line can be enticing. When it's done right, reader curiosity is piqued. They want to know more--and they'll open your e-mail. Writing a teaser-style subject line requires some creativity, and your content needs to deliver. A company that sells high-definition TVs could use the subject line, "You're not going to believe your eyes" as a teaser to introduce a new addition to their product line.
3. Tell it like it is. Often, what works best is to say exactly what you want your reader to know. Examples of this straightforward approach are, "Sale on all sweaters this weekend," "Master jazz pianist plays live this Friday" and "The seven secrets of a profitable business." This just-the-facts approach works especially well when you can appeal directly to your audience's interests. It's also the best approach to use when you send a newsletter.
4. Remember "WIIFM". When a person gets your e-mail, the first thing they consider is "what's in it for me?" They have a decision to make. Do they open your e-mail, leave it for later or delete it? If there isn't something about the subject line that lets them know why it's worth their precious time to see what's inside, then the choice will be clear. Keep WIIFM in mind when creating every aspect of your e-mails, including the offer, content, images--and most definitely the subject line. It's all about them. They know that; just make sure you know it, too.
5. Get personal. The more you can make each contact feel you're speaking directly to them, the more effective your communication will be. Whatever style of subject line you use, you can make it personal by using the word "you." Professional copywriters know the secret of using this powerful little word. Just look at the advertisements, mail and e-mail you receive. A few examples are, "Find the right swimsuit for you," "You can save 50 percent on travel," and "You'd look phenomenal in a custom-tailored suit." "You" is ideal, but "your" works too.
6. Not sure which approach is right for you? Try them all, and then show a friend or colleague to get their feedback. Pick the one you believe will be most effective for your audience. Whichever approach you choose, it's always worth spending the time and effort to write a great subject line. Because if your readers don't open your e-mail, they'll never have the chance to read the important message you've created for them inside.
Topic 2 ~ Increase Click-Through Rate (CTR) ~
How to Increased Click-Through Rate (CTR)?
Here are some guidelines:
1. Include a feature, a benefit, and an advantage in the opening. This needs to be used in a subtle way, but in the opening you're really doing a small marketing job for this issue of your email newsletter. Highlight an article or two that are important, explain what you're providing the readers that they won't get elsewhere, and tell them what the benefit will be. A great example is something like "Nokia and Sprint announced second quarter earnings today. Learn what our Wireless Week experts say about the results, and what effect you can expect them to have on the industry at large."
2. Put the email newsletter in the context of your readers' day. This goes hand in hand with the last point. Your readers are busy, and if you can make a compelling case for why they should stop what they are doing and take a few minutes now to read your email newsletter, you'll get them in. We recommend editors reference important events, upcoming trade shows, or other things that say to the reader "You will find it worthwhile to stop and read this email newsletter now, because the information in it will help you stay on top of your business."
3. Keep it fresh. Don't craft a "perfect paragraph" and use it issue after issue after issue. One of the keys to success is to keep the copy fresh and highlight items in that issue of the email newsletter. If you use the same generic language repeatedly, people will stop reading it and it'll be a waste of your time.
4. Keep it short. This is critical. We recommend no more than two to three sentences -- just enough to get them interested and pull them in to read the rest of your email newsletter.
Try it out and see the results! This is just one of the simple things you can do to engage your reader and optimize your CTR.
Topic 3 ~ Killer Email Sales Letter ~
How to Write Killer Email Sales Letter That Get Results?
Here are what we've found works best. Use these tips properly and your results will skyrocket.
1. Your email "from" sender line should be your brand name or company name and stay consistent. Use your own personal name only if that is your brand image.
2. Send emails only when you have something to say that will benefit the reader. No fluff. No filler. You must be relevant. If you can't be, don't send an email until you have something beneficial to say.
3. Start your emails with the specific benefit the reader can get from your message. You have no more than 3 seconds to pass the crucial "what's in it for me?" test.
4. The copywriting tone and language should be personal and conversational, instead of stuffy and "corporate".
5. Make a specific offer to the reader and, if possible, include a short deadline by which he must respond to get it.
6. Use as much copy as is needed to fully pile on all the benefits the reader will get by ordering, answer objections, create urgency, and close the sale.
7. Test your subject lines and offers on small segments of your list before you send the email to your entire list.
8. Include "Email this to a friend" service in all your communications for pass along and viral marketing.
Topic 4 ~ Good Call-to-Action ~
Get More Clicks With a Good Call-to-Action!
The call-to-action is a determining factor of your click-through rate. It is an important component of your email copy because it answers three important questions for the recipient. They are:
1. What you want them to do
2. Why they should do it, and
3. How to take that next step.
Whatever action you want your recipients to take, you can make it happen more often with a good call-to-action. First, decide what you want them to do:
1. Buy something
2. Sign up for a service
3. Fill out a form
4. Read an article or get more information
5. Visit your website or store
6. Make an appointment
Then, make sure you incorporate these 6 characteristics to get the results you're looking for. Make your call-to action:
1. Visible - People read, react, make decisions and take action differently. Some make decisions right away ("You had me at hello.") and some need more details ("I'm from Missouri."). Place call-to-action links in the beginning, middle and end of the email so that recipients can click whenever they are ready.
2. Clear - Stick to simple words, short phrases, bulleted benefits and paragraphs of 1-3 short sentences. Include appropriate graphics and cut the clutter by making effective use of white space.
3. Compelling - Use action-oriented verbs and phrases: "buy now," "call today," "save" and so on.
4. Rewarding - Offer an incentive or reward for action. For example, "Act now and also receives...," or "the First 100 respondents will be entered into a raffle to win..." The giveaway, or prize, you choose should be closely related to your product or service. That way, you will be targeting customers who are interested in what you have to offer, not just the latest gadget.
5. Urgent - The longer an email sits in an inbox, the less likely it is to be acted on. Create a sense of urgency to get a more immediate response. Try limiting the offer to a specific time period, to the "first 50 customers," "while supplies last," etc.
6. Direct - Your call-to-action links should go to the appropriate page on your website with more details on the specific product or service you're promoting. If you don't have a website, the call-to-action might be store locations to visit or a number to call for an appointment.
Keep in mind that, in addition to repeating your call-to-action, you can vary your call-to-action to appeal to different types of buyers (and to fit your sales cycle). For example: "Click here to buy now" will naturally work better with loyal customers. The softer, "Click here to learn more" may be better for newer prospects.
Topic 5 ~ Avoid Common Pitfalls ~
Read Your Email Message Backwards to Avoid Common Pitfalls
Here are some common problems to look out for:
1. Misspelled words - It's a good idea to spell-check a document, but it's not enough. A spell checker won't catch every error.
2. Wrong word used - This is why a spell checker isn't enough. A spell checker will only flag words it doesn't recognize. It can't tell if a legitimate word is used incorrectly. Some words commonly confused: accept, except; your, you're; then, than; there, their, they're; cite, site, sight; lay, lie; loose, loosen, lose. Also, look out for a missing "r" in the word "your." It's easy to overlook a sentence such as "Visit our Web site now to receive you free copy."
3. Grammar error - Again, if you know you're not a good writer, have someone else check your writing for grammatical errors. Mistakes make you look bad.
4. Punctuation error - This is another area where you'll benefit from a review by someone who knows their stuff. If you're determined to do it yourself, purchase a good grammar or style book. One of the most common punctuation problems: Too many stupid commas!
5. Vague or confusing statement - Make sure every sentence is crystal-clear. You don't want your promotional message to raise more questions than it answers.
6. Illogical statement - Read over what you have written slowly. At the end of each paragraph, ask yourself: "Did that make sense?" Rewrite so that it does.
Topic 6 ~ Frequency of Sending Emails ~
How Often (Frequency) Should You Send Email?
There's no quick answer to the frequency question. It depends on the goals for your email and the type of content you send. Some rough guidelines:
1. Mail at least once a month. Mail less often than this, and you risk being forgotten by recipients. Monthly is the bare minimum if you want to keep your brand or company name top of mind (a common email goal).
2. Let content be your guide. Look at what you provide readers and you'll get a feel for proper frequency. Analyze how often the information changes and how quickly readers must receive it to act on it.
3. Work within your resources. A daily email requires many more resources than a monthly. Better a well-done monthly email than shoddy weekly or daily. It's recommended to start with a monthly. Once that's going smoothly, they can think about moving to weekly. You need to walk before you can run!
4. Watch for trends. Declining response, open, and click-through rates can be signs of list fatigue. Though some decrease is normal, watch carefully and cut back frequency if you see a problem. Don't assume if the unsubscribe rate is stable you're OK. Many people prefer to forward email directly to their delete folder rather than unsubscribe.
Topic 7 ~ Understanding Spam Filters ~
Understanding Spam Filters to Avoid Your Emails Get Junked!
If you send email campaigns long enough, you will inevitably run into spam filter issues. On average, you can expect 10-20% of your emails to just get lost in cyberspace, mostly due to overzealous spam filters. Unfortunately, there is no quick fix. If you want to avoid getting your emails junked by spam filters, you have to understand how they work.
Generally speaking, spam filters look at a long list of criteria to judge whether or not your email is junk. For example, they might look for spammy phrases like "CLICK HERE!" or "FREE! BUY NOW!". They'll assign points each time they see one of those phrases. Certain criteria get more points than others. Here's a sample of criteria from Spam Assassin, one of the most popular spam filters out there:
Talks about lots of money (.193 points)
Describes some sort of breakthrough (.232 points)
Looks like mortgage pitch (.297 points)
Contains urgent matter (.288 points)
Money back guarantee (2.051 points)
Why Pay More? (1.249 points)
It's easy to use "spammy" keywords in your email without even knowing it. Here are some common ways marketers unwittingly trigger spam filters with their campaigns:
1. Using spammy phrases, like "Click here!" or "Once in a lifetime opportunity!" too many times in your email. Sometimes, you can't avoid phrases like "FREE SHIPPING!" but use them sparingly, and don't do anything else risky.
2. Going crazy with exclamation points!!!!!!
3. USING ALL CAPS, WHICH IS LIKE YELLING IN EMAIL
4. Coloring their fonts bright red, or green
5. Coding sloppy HTML (such as by converting a Microsoft Word file to HTML)
6. Creating an HTML email that's nothing but one big image, with no text (since spam filters can't read images, they assume you're a spammer that's trying to trick 'em)
7. Using the word "Test" in the subject line (agencies run into this all the time, when sending drafts to clients for approval)
Topic 8 ~ Why Email Marketing Does not Work? ~
If Your Email Marketing Does not Work, Think Again Why?
Before you arrive at the faulty conclusion that email marketing doesn't work, let's look at this from a different perspective for a moment that would make your emails ineffective.
First there's what you are writing in the body of the email. If this is your first attempt to get in touch with a prospect, what are you putting in the email? A dissertation? If it's longer than one or two paragraphs, it's too long. Look at your emails like an initial cold call. You need to laser in and deliver a compelling opening statement that's going to grab their interest and stimulate a conversation. Because there's no one to cut you off in an email or stop you from persistent pontification, people have tendency to ramble on and on in an email, giving the prospect the life story of the product or service they want them to consider. Keep it short and focus on the one or two benefits, opening up the opportunity to have a dialogue. That's it.
Second, are you sending attachments in the first email? No attachments! It's hard enough sending an unsolicited email to a prospect. Now you're adding more barriers and increasing the chances of your email winding up in their spam box or junk email folder. Some people have filters on their email that if an attachment is sent it automatically gets deleted. No attachment until that information in the attachment is solicited by the person.
Third, html or text? Once again, with all the email filters people use today, you will increase your odds by sending a text message only rather than trying to get fancy with formatting, graphics and pictures. The prospect really doesn't care about how beautiful your email looks; they care about the core message. Besides, they will never even get a chance to see your beautiful masterpiece in an html email if it's winding up in the trash.
Finally, you are using way too many spam words. As mentioned, the biggest enemy to email marketing or selling via email is the additional security that companies and individuals have on their network or computer. As such, the specific words you are using in the body of the email can be the culprit who is sending your email directly into the trash or spam box. In other words, you are using words that are often identified is spam and in turn, you email is getting flagged and deleted. Not even eye contact! The prospect is not getting a chance to, at the very least, see your email let alone read it and have a chance to respond accordingly.
Ending ~ Please Forward ~
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Thank you for reading this e-book on "How to Make Email Marketing Works for Your Business". This e-book provides useful guides on email marketing, and helps e-marketers to avoid several pitfalls in email marketing.
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About the author: Mr. JH Saw
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