Tag Archives: email marketing benefits

8 Steps To Irresistible Email Copy Every Time

Step #1 – WHO DO YOU THINK YOU`RE TALKING TO?

Before you sit down to write your email sales letter, you`ve got to determine exactly who your audience is. This is a master key to getting results from email marketing.

Ask yourself these questions:

– What do your prospects/customers want?

– What frustrates your prospects/customers most?

– Who else is selling something like you?

– Why should your prospects/customers believe you?

– Why should prospects/customers respond to you instead of someone else?

– What kind of appeals will your target market respond to?

=> Step #2 – A GREAT SUBJECT IS YOUR OBJECT

Before an email can generate results, recipients need to open it. But what can you do to spark their interest and get their interest “motor” revved up?

Your SUBJECT LINE is the key.

There are four types of email formulas you can use as a guide in crafting your email. Each has a different PSYCHOLOGICAL APPEAL that works like magic on consumers. Here are some examples:

– State a powerful benefit – “Empowerism Satisfies Your Need for Leads”

– Pique curiosity – “Empowerism Has Uncovered the Secrets of Success”

– Write your subject line with a news angle – “Empowerism Launches RSVP For Those Who Want to Double Their Money Fast!”

– Offer Immediate Gratification – “With Empowerism RSVP, you can start the money wheels turning before the sun goes down tonight”

Here`s an important “homework assignment”: Write at least 25 SUBJECT LINES before you decide on which one to use. Take the best two and test them against each other in your marketing campaign. (Save the “losers” to use for other purposes or spruce up later.)

=> Step #3 – WHAT`S IN IT FOR THEM?

Sit down and write every conceivable benefit your product has. Don`t know the difference between features and benefits? Features describe the product; benefits describe the results of using the product. Features appeal to logic…logic justifies emotion…emotion drives sales (see below).

Here`s a rule of thumb for benefits: ask yourself “What can my product or service do for my customer?” Then begin to write your letter telling your reader WHAT`S IN IT FOR THEM. Tell them how much better life will be for them after they buy from you. Tell them how much better they`ll feel. Tell them how their peers will respect them more.

=> Step #4 – AN EMOTIONAL APPEAL

When promoting anything to anybody, you must remember that buying decisions are based upon emotion and later backed up by logic. Before you write a single word, determine what emotional hot buttons you need to push to “jumpstart” your prospect.

Selling health supplements? Go for the “fear of illness” button with “A Natural Way to Save Your Eyesight.” Selling political bumper stickers? Hit the “anger” button with: “Let the President Know What You Think of His Policies.” Other buttons include: curiosity, greed, ego, vanity, hope, and/or fear of scarcity or security.

=> Step #5 – A NAME YOU CAN TRUST

To convince people to buy your product or service, you must make them believe that your offer is credible and that you (or your product) will deliver as promised.

How do you do that? Here are three ways you can build credibility with the readers of your sales letter:

– Provide testimonials.

– Include endorsement letters from authority figures in your industry

– Make your offer and promises sincere and believable.

=> Step #6 – A GUARANTEE

Nowadays, trying to sell without some type of guarantee is a losing proposition. You`ve got to have one. And the stronger your guarantee, the better your response will be. And, believe it or not, although most people will NOT ask for a refund, they`ll trust your offer knowing that you stand behind it.

You can offer a 24-hour, 30-day, 60-day, 90-day, or even a full-year. And here`s an interesting fact: The longer the time period, the fewer returns you`ll have! It`s human nature to procrastinate, so the more time someone thinks they have to get a refund, the more they`ll put it off or forget about the refund altogether.

=> Step #7 – DON`T FORGET TO ASK

It happens all the time. Someone makes a fantastic sales presentation, and then doesn`t close the deal because he/she didn`t clearly ask for the order or made the process confusing rather than simple.

– From the Research Department: Statistics show that you need to ask for the order at least three times to close substantial sales. (Some studies put the number at 7!)

If you can, offer several ways for your prospects to order — consumers love choice. It tells them, “You`re talking directly to me and meeting my unique needs.” If you only offer one way to order, make it crystal clear how AND how easy it is. Describe it in detail and ask for the order. Then ask again.

=> Step #8 – THE EYES HAVE IT

It`s a well-known fact: Large blocks of copy are intimidating and will often send people running for the hills or at least the Delete button.

The solution? Break up paragraphs into two to four sentences. Use several subheadings throughout the email letter. And use asterisks, dashes, and ellipses (…) to give your copy more rhythm. Bullet points are excellent eye-catchers – use them whenever appropriate.

How To Grow Your Email List

Did you know that your email-marketing database depreciates by approximately 22.5% each year? Your subscribers’ email addresses keep changing and you should take it upon yourself, as a marketer, to add fresh contacts to your list. 

Using Email

  1. Create outstanding email content. People will stay subscribed and even forward your emails to colleagues, family, and friends if the content is remarkable. 
  2. Encourage your list to forward and share the emails. “Email to a friend” and social media sharing buttons are effective if you want to access a fresh network.
  3. Conduct an online contest. This could be a giveaway where interested parties enter by submitting their email or signing up for the email list. 
  4. Create a number of email subscription types in order to send targeted content to relevant segments of your email subscribers. 
  5. Revitalize your stale email list by having an opt-in campaign. Is your list too old? Send an interesting opt-in message to the old list and encourage them to re-opt-in. 
  6. Incorporate a link to employees’ signature leading potential subscribers to a landing page for them to sign up for your email-marketing list.

With New Content

  1. Come up with a new lead-generating offer. This could be a free ebook where interested readers have to provide a valid email address to download the book.
  2. Have a free resource or online tool. The users will then be required to sign up with their email to access the tool.

Using Social Media

  1. Use Twitter to promote your lead-generating offer. Promote a free resource like an eBook on Twitter and have followers give their emails to redeem it. 
  2. Promote an offer on your Facebook page that requires followers to submit an email address. 
  3. Somewhere on your Facebook page, include a call-to-action-button, preferably at the top. The button should link to a landing page which people access using their email addresses.
  4. Have links to premium offers published on your LinkedIn Company page. 
  5. Promote offers where users sign up using email on Pinterest. 
  6. Utilize your YouTube channel, if your company has one. Include URLs and CTAs in your videos encouraging viewers to sign up for your email list.
  7. Use your Google+ page for promotional offers. 

On Your Website

  1. Throughout your website have links that lead back to offers that need email sign up. Subscription options should be sprinkled all over the website. 
  2. When guest blogging, incorporate a CTA and links for readers to subscribe and join your list.

With A Partner

  1. Running a campaign on a partner newsletter or website will help you reach a new audience and it is a fresh source of addresses. 
  2. Join a partner and host a co-marketing offer like a webinar or ebook. 

With Traditional Marketing/Advertising

  1. Offline events such as trade shows are great places to collect email addresses. Later, send them a welcome email to confirm their opt-in. 
  2. Host offline events such as conferences, educational panels, and meet-ups, among other events, where you collect email addresses during online registrations. 
  3. Encourage prospects to opt out of traditional marketing campaign and opt in email communication.
  4. Host webinars online and collect emails during registration. 
  5. Utilize paid search ads and link back to a landing page.
  6. Include a QR code in your print marketing collateral for people to scan and join your email database. 

A 2014 survey found that email marketing has the highest ROI compared to other marketing channels when it comes to web-based businesses. Given the results of that survey, instead of wondering whether you should build an email marketing list you should be asking yourself how to create one right now. Content upgrades are the difference between a 6% and a 60% conversion rate.

This is how you do it: create a new blog post, write in-depth content, then offer your readers the option to access upgraded content when they provide their email. Take advantage of their interest in the topic. Send blog posts to your list in the hope that you will get click-through to your site and generate traffic. Although having multiple links may cause less clicks on the one you want, if they click on the share button you are likely to get clicks from several visitors (even if your subscribers do not click and read your blog themselves).

Engaging people more increases the likelihood of having them subscribe to your email list. Ensure that the prize is appealing and have value to your audience. Offer bonuses for referrals and guaranteed incentives for those that will not win, maybe a free resource. Almost all high-traffic websites have opt-in incentives.

It is usually a white paper, eBook, resource list, a free software tool or just any content. All these are incentives for giving up email addresses. Tests and experiments have proven that pop-ups cause a steady increase in subscribers even though they can be annoying. They are very easy to implement and their results are insane.

Social proof is a powerful tool. 63% of customers are more likely to buy from a highly rated site. It is more influential than saving money. In social proof, bigger numbers are more impressive. To make a bigger number, add the number of your email subscribers to that of Twitter followers, Facebook, and any other platform followers, then throw in the total number somewhere whenever you need to make a statement.

When you name drop big names, even people who are new to your area of expertise will not need to know anything else about you. They will assume right away that you are a guru. Strive to have just one credible name and work with it.

If your customers are happy and satisfied, they will want to spread the happiness to their friends and colleagues. Instead of just asking them, offer them a bonus they cannot resist. Why are celebrities paid crazy rates for endorsements? There is a lot they can do to drive conversions. To partner with the big shots you can:

  • Use the poster boy method 
  • Fill a need for a fee
  • Work with tomorrow’s influencers

Speeding up your site should be a top priority. 40% of visitors are likely to leave your website after two seconds of load time. A great webinar might only take 15 minutes to record. They are way more captivating than the usual videos because of their limited run time. 

A Beginner’s Guide To Successful Email Marketing

Even with the rise of social media, email is still an important part of most people’s lives. So if you are an entrepreneur, one of the best things you can do for your business is build a lucrative email marketing campaign. Many people, however, have no idea how too.

Everywhere people look they are met with advertisements, pitches, and all kinds of interruption. Although you might think yours is unique, the reader, most likely, cannot tell the difference. Never forget the space that you are in and always have your best manners. Being in another person’s inbox is similar to being invited over to their house for dinner. If your host requires you to take off your shoes, you do not argue.

The same case applies to email marketing, it is their personal space and you have to be respectful. Acquiring permission is the first step to having a successful email marketing campaign. You need to have a sizable email list. You might do this by giving freebies, offering product updates, or a newsletter. There is no right or wrong way between the two, provided you express a clear purpose when requesting someone’s address. Make people excited to give their addresses instead of just writing, “enter your email for updates”. 

Great email service providers strive to ensure that major ISPs do not block your emails. They have no control of where your emails end up; spam box or inbox. Getting whitelisted ensures proper delivery of your emails.  You get whitelisted by having your recipient add you to their address book. Always give instructions on how to do this in every email. Set your expectations.

A strong call-to-action and consistent follow-up is the ingredients of a positive campaign. Do not promise to send out one email in a week and then send emails every day—deliver on your promise, whatever it is. Step in your reader’s shoes if you plan to pitch often. Your messaging should be consistent with the expectations you set. Always ask yourself what value you are adding.

The best newsletters, for most readers, are those that mix updates and messaging properly. When you are sending out a newsletter with images and product updates, try to include a friendly update or personal message. Instead of talking to your list only when you have something to sell, utilize autoresponder and schedule content for consistent delivery. It helps to be in touch and have a relationship with your list.

The three most crucial analytics are unsubsribers, click through rate (CTR), and open rate. Open rate tells you whether people read or delete your email upon receipt. A low CTR means your message is not getting through. A high unsubscription rate means you have a lot of work to do. Segmentation is splitting your list into targeted groups. Segmenting your list helps you send targeted emails. Your email list is a very valuable resource and if you run your email marketing campaign right, the ROI will be high. 

The introduction of the Internet has made email marketing an important tool for any business. However, most of the campaigns that people get in their inboxes are so poorly written nobody takes note of them. Learn what email marketing is, why and how companies should use it.

Email marketing is a type of direct marketing and it uses email to communicate to the audience. In general, any email sent to a customer, potential or current, is considered email marketing. Nevertheless, when being specific the term means: A merchant sending emails to previous or current customers to cultivate loyalty and encourage repeat business. Sending emails to try and win new customers or convince the existing ones to buy something.

Including advertisements to emails that other companies send to their customers. What are the key advantages of email marketing over traditional marketing? You can track the return on investment and when done properly, it is high. After search marketing, email marketing is the most effective method of online marketing. Advertisers have access to multiple email subscribers.

Almost all Internet users send and check their email daily. Through email marketing, marketers can send dynamic, relevant, and personalized messages. Transaction emails help businesses to automatically attend consumer events. The cons of email marketing include spam/rejection rate of the sent emails by the customers’ email program, which does not have a positive effect on the delivery rate of emails.

Email marketing is cost effective. It does not matter whether you use an email marketing agency or do it yourself; sending emails to thousands of consumers will cost way less than other advertising channels will. Emails usually target the ideal customer. Coupled with the cost effectiveness of this method, the ROIs of other direct marketing strategies have nothing on email marketing. Measurability and flexibility; analytics allow you see the responses to your emails making it easy to know what is working and what is not.

You can, therefore, modify the campaign as necessary. Dave Chaffey of Marketing Insights has a mnemonic, “CRITICAL”, for the success of email marketing. Creative pertains to the general design (color/layout/images) of your email. It helps to ask every customer if they prefer the emails in HTML or text.

Most people greatly prefer one to the other. Targeting is of great importance here. Make sure that your emails are relevant and personalized for each recipient to increase the chances of a positive response. Recipients want to know what’s in it for them. Offer them something and the chances of them responding will be higher.

Consider the time that the consumer will receive the email. The same goes for certain days or even months. Trial and error will help you know the perfect timing. Integrated marketing communications (IMC) is better than numerous methods of differentiated marketing or a single method of marketing. IMC involves having all aspects of a company’s promotion work together.

When it comes to copywriting, have every aspect planned out, from the subject line to the email signature. Sometimes, you do not have to put all links at the bottom of the copy. Experimenting with different attributes lets you know what works best for your business. For the emails to become sales conversions, direct your customers to the exact location you want them. 

Do you ever wonder if you are sending spam emails unintentionally? Are your email marketing tactics legally compliant?  Before you send that email to unsuspecting recipients, there is a lot of information you need to have. The following are laws in the USA concerning sent email and tips to make sure your email does not hit the spam folder.

The CAN SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) Act 2003 is the main law about commercial email. The law was passed in 2003 and it governs commercial email including bulk and individual emails. For your email to fall under this Act, it should have “the primary purpose of commercial advertisement or promotion of a commercial product or service.”

The email should aim at marketing something. If your email contains relationship content or is transactional (it is not commercial) it should only comply with the Act part “…it may not contain false or misleading routing information…” You can get up to $40,654 in penalties. This Act has seven rules, each of which you have to follow so your email is not considered spam. Your header should not contain false information: identify yourself (the sender) accurately.

Your subject line should not contain lies/deception: it should truthfully show the contents of the email. Identify your message as an ad; your recipient should know straight away that you are advertising. Indicate your actual location: the included physical postal address should be valid. Let them know how to opt out; recipients should know how to opt out of your list.

Process their opt-out requests automatically; the recipient should be removed from your list within 10 days after opting out. You are liable, provided your name is there; even if you hire a contractor to send the emails, you still remain liable. For sending bulk emails, use an email-marketing provider and your emails will be likely to remain legal. The header information should be correct.

You need the recipient’s permission to send out the email. Avoid clickbait style subjects and remain truthful. Let your recipient know it is an Ad; according to the law, the email should be “clear and conspicuous”. Only you would know how best to ensure this.

Physical address and an opt-out mechanism; email marketing makes this easier. Both of them can be added to your default footer so they appear in all emails. It is harder to be compliant with the CAN SPAM Act when using Gmail, Outlook, etc.

Email Header information; this one should be easy unless you are using a fake account (which is very risky, so stop it if you are). Physical address; you can always add this using an email signature. Opt out mechanism; the most common method for doing this is including a text prompting the employee (recipient) to reply with “unsubscribe” if they do not wish to continue receiving emails. The CAN SPAM Act does not require you to add a legal disclaimer but they ensure legality and protect your confidentiality.

Email is not dead. It is a crucial component of any marketing plan and allows you to reach the audience conveniently when you need to. However, people receive countless emails in their inboxes daily, how do you make sure yours are unique? And where should an email marketing newbie begin?

Even if readers have subscribed to your email-marketing program, you still need to outshine the hundreds of emails that flow into their inboxes and make sure yours gets opened. Captivating subject lines are essential to increasing open rates. Do not be in a hurry and skim through this vital process. It is also the first thing that your readers see.

For your email goals to be successful, you need to allow fans to subscribe to your emails. Include a subscription form in your website and on your business Facebook page, allowing customers to opt in your email list. Whenever you attend events, collect as many email addresses as you can. Your readers should know what they are signing up for. An ESP (Email Service Provider) will do a great job deploying your email blasts.

Email Service Providers help you create designed emails, view performance records, manage unsubscribe requests, and your address list. An ESP also offers you a collection of prebuilt templates making it possible for you to design emails without having coding skills. Almost half of your subscribers open their email on a mobile device. Consider your email audience while designing or selecting an email template. Most ESPs indicate whether a template is mobile friendly or not.

Do not make an email 100% about selling your product. It is a great opportunity to create a relationship with your audience and promote your brand. Balance promotional and informative content for you to have a trusting and loyal subscriber base. Have test accounts with the most popular email clients (Outlook, AOL, Gmail, and Yahoo) to see how your email appears to different readers. Send a copy to each of your “testing addresses” before you send to your audience.

Email ending up in spam instead of inbox is a common problem. Subscribe to your newsletter using several email platforms with a testing email or your personal email. After sending an email, check your inbox, and if they land in the spam folder almost every time, you have a problem and you should contact your ESP.  What time should you send your email?

Should your name be in the subject line? You can only know the answers by experimenting because every subscriber base is different. Know what the law requires of you and adhere to it. For US citizens, there is the CAN-SPAM Act that governs sending out emails. Be consistent to keep the readers engaged and maintain a healthy relationship with them. 

Successful Email Marketing Strategies

Even with the rise of social media, email is still an important part of most people’s lives. So, if you are an entrepreneur, one of the best things you can do for your business is build a lucrative email marketing campaign. Many people, however, have no idea how too. Everywhere people look they are met with advertisements, pitches, and all kinds of interruption. Although you might think yours is unique, the reader, most likely, cannot tell the difference. Never forget the space that you are in and always have your best manners. Being in another person’s inbox is like being invited over to their house for dinner.

If your host requires you to take off your shoes, you do not argue. The same case applies to email marketing, it is their personal space and you must be respectful. Acquiring permission is the first step to having a successful email marketing campaign. You need to have a sizable email list. You might do this by giving freebies, offering product updates, or a newsletter. There is no right or wrong way between the two, provided you express a clear purpose when requesting someone’s address.

Make people excited to give their addresses instead of just writing, “enter your email for updates”.  Great email service providers strive to ensure that major ISPs do not block your emails. They have no control of where your emails end up; spam box or inbox. Getting whitelisted ensures proper delivery of your emails.  You get whitelisted by having your recipient add you to their address book. Always give instructions on how to do this in every email. Set your expectations. A strong call-to-action and consistent follow-up is the ingredients of a positive campaign.

Do not promise to send out one email in a week and then send emails every day—deliver on your promise, whatever it is. Step in your reader’s shoes if you plan to pitch often. Your messaging should be consistent with the expectations you set. Always ask yourself what value you are adding. The best newsletters, for most readers, are those that mix updates and messaging properly. When you are sending out a newsletter with images and product updates, try to include a friendly update or personal message. Instead of talking to your list only when you have something to sell, utilize autoresponder and schedule content for consistent delivery.

It helps to be in touch and have a relationship with your list. The three most crucial analytics are unsubscribers, click through rate (CTR), and open rate. Open rate tells you whether people read or delete your email upon receipt. A low CTR means your message is not getting through. A high unsubscription rate means you have a lot of work to do. Segmentation is splitting your list into targeted groups. Segmenting your list helps you send targeted emails. Your email list is a very valuable resource and if you run your email marketing campaign right, the ROI will be high.

Email is not dead. It is a crucial component of any marketing plan and allows you to reach the audience conveniently when you need to. However, people receive countless emails in their inboxes daily, how do you make sure yours are unique? And where should an email marketing newbie begin? Even if readers have subscribed to your email-marketing program, you still need to outshine the hundreds of emails that flow into their inboxes and make sure yours gets opened.

Captivating subject lines are essential to increasing open rates. Do not be in a hurry and skim through this vital process. It is also the first thing that your readers see. For your email goals to be successful, you need to allow fans to subscribe to your emails. Include a subscription form in your website and on your business Facebook page, allowing customers to opt in your email list. Whenever you attend events, collect as many email addresses as you can. Your readers should know what they are signing up for. An ESP (Email Service Provider) will do a great job deploying your email blasts. Email Service Providers help you create designed emails, view performance records, manage unsubscribe requests, and your address list.

An ESP also offers you a collection of prebuilt templates making it possible for you to design emails without having coding skills. Almost half of your subscribers open their email on a mobile device. Consider your email audience while designing or selecting an email template. Most ESPs indicate whether a template is mobile friendly or not. Do not make an email 100% about selling your product. It is a great opportunity to create a relationship with your audience and promote your brand.

Balance promotional and informative content for you to have a trusting and loyal subscriber base. Have test accounts with the most popular email clients (Outlook, AOL, Gmail, and Yahoo) to see how your email appears to different readers. Send a copy to each of your “testing addresses” before you send to your audience.

Email ending up in spam instead of inbox is a common problem. Subscribe to your newsletter using several email platforms with a testing email or your personal email. After sending an email, check your inbox, and if they land in the spam folder almost every time, you have a problem and you should contact your ESP.  What time should you send your email? Should your name be in the subject line? You can only know the answers by experimenting because every subscriber base is different. Know what the law requires of you and adhere to it. For US citizens, there is the CAN-SPAM Act that governs sending out emails.

Be consistent to keep the readers engaged and maintain a healthy relationship with them. Anytime you are developing a newsletter, remember that you are crafting it for people who are curious to hear from you. Your newsletter is an awesome opportunity to make your loyal readers have an interest in your new book or business and maintain a relationship with them between publications. 

With that knowledge, here is a rundown of what you might want to include:

  • Clear publication and book details
  • A short account of the writing process or research
  • Current events or articles of interest
  • Behind the scene photos and/or information
  • Important links: social media links, subscribe/unsubscribe link, retailer links and author website links

There isn’t a definite rule about the frequency of newsletters but to be more effective, let it be regularly and consistently. Some people prefer to send them out more regularly when the publication date is around the corner because they have much to talk about with the audience. Consult your editorial and marketing teams and ask them to help you figure out the best time to share with your audience news of your book just before its publication.

No two publications are the same but the following general milestones are worth considering as content of your newsletter. Send your subscribers a message breaking the news of your book officially. In it; reveal the on-sale date, title, and the book jacket (if available). Share the official book description and anecdotes of your writing process.

Have your marketing team provide links for the readers to preorder the book. Note; wait until online retailers have your book information up before you make the announcement. Your editor might help you choose a short excerpt for your readers. The excerpt can be included in the newsletter’s body or just have a link that leads back to the full excerpt. You should always accompany the excerpt with retailer links for readers to easily order the book.

Remind your subscribers of your book release with a countdown email. This builds up excitement among your audience and reminds them where and how to get the book. Let readers know of any tour or event planned at publication. Reveal the locations and dates and even give links to the platform on which the event will be airing live. Send a newsletter celebrating publication and remind them about buying the book. Even after publications (or between publications) engage your readers regularly. It is not easy to find content to share with subscribers during this period. Hopefully these ideas will help:

  • Thoughts on the writing process and research
  • Short essays (could be unrelated to your publication)
  • The book you are currently reading
  • Your social media platforms
  • Giveaways/exclusive offers
  • Q&As with relevant personalities (like other authors)

The content you share in your newsletter may overlap with what you share on your website, social media, and blog, which is okay. Your newsletter should focus on crucial information or longer-form content. On social media, share content that may not be appropriate for a newsletter. Work hard to grow your subscriber list by making the subscriber button available in every newsletter; having a sign-up form in your website, utilizing social media, and making content more interesting.