CEO at Blue Wave Design Studio
30 October 2006 13:31pm
Creating a Small Business Email Marketing Message.
There are a few rules you might want to follow to get a good response, without getting slapped with a SPAM warning when writing good email marketing copy. The three components that need to be personalized are the subject line, the message, and the closing. Granted the way to write a letter is nothing you wouldn't have learned in any 2nd grade English class, but what you say and what you don’t say is the most important in a marketing email.
Subject Line; This might be the most important part of the email since the reader decides if he or she will open the email and read the message based on what the subject line says.
When writing the subject line for email marketing copy stay away from the words, Free, One Time Offer, Great Deal, anything that you would here on one of those late night infomercials.
When doing email marketig you need to give the recipient some credit by not trying to trick them, after all one of the issues in bad business is the lack of trust between the business and its customers. People buy from others whom they like and trust.
The subject line should have the recipients name in it and should relate to the specific offer or to what you found out about the prospect on a personal or business level.
The Message; There are three pieces of information that you need to put in the message.
The first two sentences of your email marketing copy should contain a specific piece of information you found out about the prospect that relates to the reason you are writing. Example: I read that you attended the ABC Expo last month and I want to talk to you about how you are leveraging the information you gathered from the expo to increase sales.
The second paragraph should contain information about you as a person. This is a key within building the relationship and giving validity to you as a person. After all, when all is said and done one of the key differentiators in any sale in “you” and selling yourself as not just any Joe off the street, but as a knowledgeable trusted expert in your industry. Example: I have been working as a marketing executive for over a decade and have put together many successful post expo campaigns for companies such as…
The third paragraph should contain your offer in a couple sentences along with a couple bullet points about services you offer that relate to the reason you are reaching out to the prospect. Example: Some marketing initiatives we have been successful with implementing for post expo sales are;
The Closing; This is where you make a one sentence statement that affirms the reason for the email whether it was to get an appointment or make a sale. Example: Is there a time next week that we can talk about your business goals and what you have in place to accomplish them? Or. To find out more information about XYZ or to make a purchase please call Mike at (555) 555-5555.
Note: When writing email marketing copy keep it short, something that can be read in no more then 1 min and personalize, personalize, personalize. A good measurement is if you can’t do the above mentioned steps then most likely you are sending an email out that is to broad, to long, less effective, and probably will be considered SPAM. So take the time to make it personal and you will have a much higher success rate.
I am not just the writer of this email but I am also a follower of this information and have had great success within my own marketing career.
CEO at Sensorpro.net
31 October 2006 15:58pm
Nice one Bill. My top 10 are:
1. Get and confirm permission 2. Send relevant emails.3. Don't send emails too often4. Use a recognizable 'from address'5. Test per ISP eg AOL, Yahoo, Hotmail, Gmail, etc6. Help ISPs verify your identity by using a static IP address and enable reverse DNS look-up. 7. Deal with Unsubscribes immediately8. Ask to be placed in the address book of your contact.9. Check that your Content will not be blocked so avoid words like Free, Sale etc10. If you are sending emails to a company where you know you have subscribed contacts and your emails are not getting through, call their IT department and explain.
More detailed tips can be found here:http://www.spinnakerpro.com/deliverytips.html
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