Steps To Guaranteeing Your E-mail Promotions Generate
The Clicks, Hits, and Sales You Need!
Thanks to e-mail,
online business owners have the option of instant and repeated
communication with an audience of potential clients and previous
customers. Not that this is news to you. You're already well-aware that
e-mail gives you the power to
contact people again and again, promoting your products, your service,
your web site, whatever you like… for FREE!
often this power goes to the heads of newbie marketers. And this is
where the trouble begins… and their business ends!
A poorly designed
e-mail campaign is a dangerous thing. You can enrage 90% of your e-mail
list… you can be accused of spamming... your ISP can cancel your
account… and the list goes on!
If you have any pride
in your business whatsoever, then I suggest that you consider the
information I’m about to present you with very carefully. I’m about to
share with you the key steps that you'll need to follow to
guarantee the success of any e-mail marketing promotions you send...
a "targeted" list of people who will be interested in your
Perhaps the most critical step in guaranteeing
the success of your e-mail promotions is that you e-mail a targeted
list of opt-in subscribers who have specifically requested to receive
information on a particular topic from you. You'll be wasting your time
and energy if you don't.
Remember that your job is NOT to sell your product
to everyone. Not everyone wants your product. Focus your energy on the
people who do! Those who have opted-in to your mailing list, your
customers and leads, and individuals who have requested information
from your autoresponder are all excellent prospects!
each and every e-mail.
People are more likely
to read (as opposed to delete) e-mail that addresses them personally.
For example, by
sending your subscriber "Bob Smith" an e-mail that presents his e-mail
address directly in the "To:" field, instead of the BBC (blind carbon
copy) field, Bob will know that he has given you his e-mail address.
He'll be less likely to assume you're some spammer or scam artist
trying to sell him another widget he doesn't need.
And by addressing the
e-mail "Dear Bob" as opposed to "Dear Everyone" in the salutation, Bob
automatically assumes that you know him, making him even more likely
to read your e-mail.
In various tests that
we have done, we have discovered that personalized e-mail increases
the response we receive by a drastic 64%! So I would advise you not
to underestimate the power of this seemingly simple technique!
benefit-oriented subject lines.
doing e-mail promotions, your subject line can literally make or
break your success -- a critical point that the majority
of marketers miss.
about all of those e-mails you're probably getting on a daily basis
with subjects like:
"MAKE $75,000 EVERY WEEK GUARANTEED!"
"EXPLOSIVE STOCK PICK AT $0.45!!!!"
"THIS IS NOT SPAM!"
you open these e-mails? Because I know I sure don't! The subject line
makes it obvious that the e-mail is spam... that it's from someone you
don't know... or it doesn't offer a clear benefit that makes
you want to read it.
let me ask you a question: How many of your legitimate newsletters and
e-mails are mistakenly deleted by your subscribers who read your
subject lines and assume it must be spam! How many potential
sales could you have saved simply by rewriting your
I can't answer these questions for you. However, I CAN teach you how to
write subject lines that will compel your subscribers to open and read
any e-mail you send them.
you write your subject lines, you basically have 3 choices:
- You can make an announcement or give news (e.g.,"IMC
shows subscribers how to write killer subject lines").
- You can make the reader curious (e.g., "IMC gives
subscribers this secret marketing strategy...").
- You can emphasize how the reader will benefit from
opening your e-mail (e.g., Discover tips for writing subject lines that
will increase your sales).
of these 3 techniques, you will always be most successful if you write
subject lines that state a clear benefit and tell the reader
exactly how they are going to save money, save time, make their life
easier, etc., by opening and reading your e-mail.
you can state a benefit AND create curiosity (e.g., Discover this
proven marketing strategy that will increase your sales!), so much the
again, the key when writing subject lines is to emphasize benefits by
considering your product or service from your customers' point of
- How will they benefit from taking the time to read your
- What will they learn?
- Is your product/service going to save them time?
- Is it going to save them money?
- Or is it going to improve their lives in some way?
subject lines that emphasize these benefits and I guarantee that you'll
dramatically increase the number of
subscribers who open and read your e-mail.
entire sales pitch should be summarized within the first paragraph.
The first paragraph
should make reference to your headline, building further excitement and
motivating your potential customer to continue
reading. Just because you've convinced them to open your e-mail with a
compelling subject line doesn't mean that you’re home free! You need to
build more excitement and make them curious about what's to come!
Again, the key is to focus
it easy to read!
Did you know that how you format your e-mail can literally
make or break the success of your e-mail campaign? It's true... If you make mistakes
formatting your e-mail to your customers and subscribers, you risk
looking unprofessional, destroying your credibility, and having
your hard work tossed in the trash without ever being read!
all, why should readers take your offer seriously if you don't know how
to format an e-mail correctly?
that different e-mail programs will display your e-mail differently.
Plus, different people will have their personal program set to read
their incoming mail in different fonts, different sizes, different
to ensure that, on average, readers have a similar view of any
correspondence you send them, follow these simple formatting tips for
- Use a good text editor.
As wonderful as Microsoft Word may be, it is NOT the tool to
be using when formatting e-mail copy. To skip the quirky formatting
mistakes and avoid the frustrating comedy of errors Word frequently
generates in a situation like this, I highly recommend using a good
My personal favorite is UltraEdit-32, which you can download
for a free 45-day trial at http://www.ultraedit.com/downloads/index.html
(Registration is $30.)
However, Notepad and Wordpad, which come with Windows and can
be found under Programs>Accessories in your Start menu, will do the
trick as well.
- Set your line length to 65 characters.
Have you ever received an e-mail that looked like this?
> You might be wondering how anyone could
> happen. After all, wouldn't they notice
>that their e-mail has been broken up into numerous different
>each a different length?
... I'm sure you've probably received e-mail that looks like
this before. It's not only hard to read, it's annoying!
Fortunately, it's a mistake that's easily avoided by setting
your line length to 65 characters (or by setting your right indentation
to 2.5"). The
typical default width your readers' e-mail clients will open to is 65
characters, so by setting your line length to this width, you'll avoid
having long lines of text cut off and displayed like in the example
- Use hard carriage returns (i.e. press "Enter") at the end
of each line.
Some older e-mail clients don't actually have "word wrap," so
to avoid having your e-mail appear as one long line of text that
readers will need to use the horizontal scroll bar to view, manually
press "enter" at the end of each line (i.e. every 65 characters).
- Use a fixed-width font.
When formatting your e-mail, do so in a fixed-width font like
Courier that uses an equal amount of space to display each character.
This is Courier.
As you can see, Courier consistently uses the same amount of
space to display each character, while Arial varies in width. This is
important because the majority of e-mail clients use fixed-width
fonts as their default (the exception being Eudora, which defaults
While an e-mail formatted in a fixed-width font typically
looks good when displayed in a font like Arial, an e-mail formatted in
a font like Arial looks terrible displayed in a fixed-width
font. By formatting your e-mail in a fixed-width font, you'll ensure
that it looks good no matter what font your reader's e-mail
client defaults to.
- Spell check and proofread everything!
While I'm the first to admit that everyone makes mistakes now
and then, there is absolutely no excuse for the blatant errors I see
made in many e-mail promotions I receive. Remember that spelling
mistakes and poor grammar make you look unprofessional and damage your
So before clicking "Send," take that extra minute to spell
check your work and have a couple of other people read it. You may save
yourself some embarrassment... and prevent lost sales!
- Keep paragraphs 4-5 lines in length -- no longer!
By keeping your paragraphs 4 to 5 lines in length, you ensure
that your e-mail is easy to read. The more white space you use, the
better. Long, never-ending sentences that run on for 8 lines get very
difficult to follow, causing readers to become frustrated and delete
- Test, test, test!
Before sending your e-mail to your entire list, take an extra
15 minutes to test how it looks in a variety of e-mail clients such as:
As well as in a couple of web-based e-mail clients such as:
By setting up these different "test accounts," you'll give yourself the
opportunity you need to fix any problems and guarantee that all of your
subscribers receive the same professional looking e-mail.
your subscribers the opportunity to "opt-out" of your mailing list.
the end of all e-mail you send, it's extremely important that you give
people the opportunity to opt-out of (i.e., be removed from) your
e-mail database. This is really, really important! I simply can't
overemphasize the importance of giving your customers and subscribers
the opportunity to be removed from your mailing list.
I know a
lot of e-business owners are afraid to include an unsubscribe link at
the bottom of their e-mails, but I would argue that those people who
want to be removed from your list (a) have no interest in what you're
selling anyway, and (b) obviously don't want to buy from you. Why would
you anger them by not giving them a legitimate opportunity to be
removed from your mailing list?
your e-mail on a small percentage of your opt-in list.
This is one of the
most important techniques that I teach, yet so few people actually do
it. When trying to increase the response to your offer, you want to
test the headline or opening paragraph, your offer, and your pricing
(too cheap can be just as bad as too expensive). And be sure that you
test these three things one at a time so you can accurately measure the
Testing your offer and
your sales copy is the cheapest, most efficient way to maximize your
sales! In fact, this should be an ongoing part of your business.
Instead of sending your latest promotional letter to your entire
customer base, try sending it to a small test group. Doing a trial run
will allow you the opportunity to iron out any kinks, saving you time,
money, and hassle!
Given the sheer volume of spam and unsolicited
junk e-mail that consumers now receive on a daily basis, it comes as no
surprise that those who are successful with their e-mail campaigns
carefully consider and test each one of the steps we've discussed above.
The three biggest
mistakes you could make with your e-mail campaigns are:
- Not taking precautions to be sure that your legitimate e-mail
doesn't look like spam.
- Not e-mailing a targeted list of opt-in subscribers; people
who have asked to receive information from you and who have give you
permission to contact them.
- Not testing!
has made contacting thousands of your customers and subscribers at the
click of a button easy -- almost too easy, in fact. And personally, I
think this is what gets many new marketers into trouble.
bottom line is that, today, a successful e-mail campaign requires strategic
planning. It won't matter if you've spent a year writing your copy.
If you don't carefully follow the seven steps I've outlined above,
you'll be no further ahead.
professionally formatted and thoroughly tested e-mail makes you look
like a credible business owner who takes what you do very seriously. It
invites readers to examine your e-mail... check out your offer... and
seriously consider making a purchase.
Which basically means that, while they require a bit of extra effort, these
seven steps can easily translate into increased sales! And I think
you'll agree, there's nothing wrong with that.
ABOUT THE AUTHOR:
Corey Rudl is the owner of four highly successful online businesses
that attract more than 6 million visitors and generate over $5.2
million each year. He is also the author of the #1 best-selling
Internet Marketing course online.
check out his site that's JAM-PACKED WITH THE EXACT INFORMATION YOU
NEED to start, build, and grow your very own profitable Internet
highly recommend visiting his website.
visit his website now.
guy really knows what he's talking about