One of the most important skills an email marketer needs to have is the ability to create an email message which captures it's reader's attention and piques their interest.
This in itself is an art form as, to be successful in email marketing you have to be able to create messages which are interesting enough to be opened and read, whilst not triggering the spam filtering systems of the popular email providers. You also need your message to be persuasive enough, in the case of sales motivated emails, to inspire the reader to buy your product, whilst at the same time not being inaccurate or exaggerating.
Personally, the types of emails I send can be separated into 2 main categories. The first category is those emails which I send to people who aren't already on my autoresponder list (ie. cold prospects on 3rd party email lists) and the second is the emails I send to my existing subscribers.
With both categories of email message I base the structure of the message on the well known marketing acronym ‘AIDA', that is, ‘Attention, Interest, Desire and Action'. The message should be structured so as to first capture attention, then pique interest, then create a feeling of desire in the reader, by which I mean a desire to solve a problem they have eg. to get quality online advertising if they haven't already got enough and then finally to inspire an action, which could be to subscribe to my email newsletter or, in the case of an existing subscriber, to buy a product or promote one of my products as an affiliate.
There are differences in the type of email I send to each category of prospect. When I send an email to my existing subscribers I use a generic ‘opener' type of subject line. By this I mean that the subject line must be attention grabbing but does NOT need to be laser targeted to the product I am promoting in the email. An example would be something like:
‘Are You Ready for the TRUTH? This will Shock You…'
The subject line is vague and doesn't disclose the nature of the email message but it does leave the reader with unanswered questions – it piques curiosity. Obviously, some readers will ignore it but quite a large portion of the people who read a message like that will wonder what it is about and open it.
When I send an email to a list belonging to someone else, whether it is another marketer or an online advertising site, I never use a generic ‘opener'. This is because I only ever promote lead capture pages when I mail to people who aren't already on my mailing list and I want the people who join my mailing list to be people who have an interest in the types of product I sell. Therefore the subject line has to be targeted to grab the attention of people with this interest.
For example, recently I have been promoting a ready-built sales funnel which was designed to show people how to be more successful affiliate marketers. One of the subject lines I have been using for this funnel, promoted to people who are NOT already my subscribers reads as follows:
‘Want to build a REAL Affiliate Income? You MUST see this…'
This subject line tells people exactly what the product is about so that people who open this message are ‘in the market' for the product promoted inside the funnel.
Incidentally, this is the link to the sales funnel if you want to see the landing page I am using for this campaign.
As regards the body of your email, the part of the email that people see when they have clicked on the subject line, this should be structured according to it's purpose. If your email is intended to give your subscribers information and build a relationship with them it should contain relevant information that will actually help them and it should be clear and easy to read, there should be no excessively long paragraphs as there are a lot of people who have a very low attention span when it comes to reading text and you don't want to bore them stupid.
If the body of your email is intended to get people to click a link inside your email which takes them to your lead capture page, then a short, punchy email which entices people to click the link to learn more has always worked best for me. For example:
I just found some free software that could get you more leads and sales from your exisiting traffic.
Click here to grab it now.
PS You will like this.'
As regards emails which are intended to sell your products or products you are promoting as an affiliate, you should only ever send these to people who are already on your subscriber list. In this instance a longer email usually works better as you need to tell your reader why the product is something they need that solves a problem you know they have (for an internet marketing product this could be ‘not getting enough traffic' or for a health product it could be ‘needing to get fitter'). It is also important that this email is honest. For example if you are promoting a downloadable workout and dieting guide you shouldn't tell them it will enable them to get a beach-ready physique, whilst eating whatever they want, with only 5 minutes light exercise a day. If you do pull tricks like that and people buy them, they certainly won't trust you again or want to buy anything from you or through you in the future.
This is the body of a longer, sales based email I send to my subscribers. It promotes a service called Referral Frenzy which is an incredibly powerful web-based advertising automation suite for anyone who promotes products related to ‘make money online', ‘internet marketing' and ‘online business':
‘Whatever you are promoting online you will get NOWHERE without traffic, that is, real people visiting your website.
In my experience nothing gets visitors to your website better than email advertising.
The problem with ordinary email ads is that you can only send them one at a time.
What if there was a way to mail to 80 mailers and reach the inboxes of thousands of online marketers and opportunity seekers with just a few clicks of your mouse?
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This is not a free service but one that gives better value for money than any other marketing tool I know and I only use and promote sites that are extraordinarily cost effective.
PLUS: Every month you get a combined 90000 mailer credits, 16000 traffic exchange credits, 120000 banner ad credits and 120000 text ad credits from the mailers attached to the site as well as 37 traffic exchanges which have agreed to provide monthly advertising for members.
If you are in the internet marketing niche you are either already using this site or missing a brilliant resource for promoting your websites.
You can create a membership for a ridiculously low monthly fee or look out for the one-time-offers to save BIG.
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PS I use this site and it works really well for me – it will work for you too.'
As you can see the email gives the reader a lot of information about the product and clearly states the benefits they will receive if they purchase it. I am not sure how many mailers Referral Frenzy reaches now but it is a game changing amount of traffic for most online affiliates who haven't yet built up a large advertising base. If you are thinking of joining, I would have a look at the landing page to check how many mailers the site current reaches and how much traffic you get each month as this might have changed since I wrote that email ad.
In summary, I use email marketing to do 4 things and I think most other seasoned email marketers use it for the exact same 4 objectives which are:
- capturing email leads for follow up
- building a relationship with those leads
- helping those leads to solve a problem or several problems
- trying to turn those warmed up email leads into satisfied long-term customers
In addition to these 4 objectives, I also use my email marketing to send my leads to my blog posts, which, is probably why you are here now. There is no better way to promote a blog than by getting people who are genuinely interested in the blog's subject to visit it.