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Email Marketing ... You're doing it wrong!

by Andy Fletcher
11 replies
I've seen a lot of terrible squeeze pages recently and wanted to share some tips about doing it right.

So many people seem to be making this value proposition -

"Give me your name and email address and I'll send you XYZ"

They never mention any other kind of contact. So no one is actually giving them permission to stay in touch.

It's not spam by law. But it's certainly "spam" by how people treat it.

Instead of that you could be saying -

"Give me your name and email address and I'll send you my weekly news letter packed with information about how to XYZ and as a thank you for subscribing you'll receive this report straight away"

So now, they're not only giving you the email address to get the report. They're giving you the email address so you can contact them!

Think of it in the same way as your favourite magazine each month. You happily go out and buy it every month and they advertise tons of stuff to you (not to mention charging you for the privilege).

Imagine how much better your open and click through rates would be...
#email #marketing #wrong
  • Profile picture of the author thebitbotdotcom
    A valid point...
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  • Profile picture of the author petelta
    Nice point Andy. Have you tested your sign up to buyer conversions from this compared to the other way? I would bet you're right on with the CTR.

    This is my next test lol.

    Travis
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    • Profile picture of the author Andy Fletcher
      Originally Posted by petelta View Post

      Nice point Andy. Have you tested your sign up to buyer conversions from this compared to the other way? I would bet you're right on with the CTR.

      This is my next test lol.

      Travis
      The old lists where I used to just say "sign up to get X" tended to get around 10-20 CTR.

      My current lists get around 60-70% CTR.

      But it's only fair to add that I'm doing a lot of other things better than I used to as well. So I can't attribute a 50% increase to just that one thing. But it is a BIGGY.
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  • Profile picture of the author JonAlfredsson
    I agree with your post. proper wordplay will increase your chances of getting a successful email marketing procedure than the usual. it will make you sound like a human being who wants to have other people to enjoy the same business.
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  • Profile picture of the author Sweetcheeks12354
    That would probably reduce both the unsubscribe and subscribe rate. I guess it depends on how good the offer is.
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    • Profile picture of the author Andy Fletcher
      Originally Posted by Sweetcheeks12354 View Post

      That would probably reduce both the unsubscribe and subscribe rate. I guess it depends on how good the offer is.
      It's never noticeably affected my subscribe rate. If they want to receive the freebie about XYZ, why wouldn't they want to receive a newsletter about it too?

      In some cases I'd say (although haven't tested) that it's increased it because I'm offering them more, not less.

      Cheers,

      Andy
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  • Profile picture of the author JohnMcCabe
    Andy, you're talking basic 'permission marketing', and it's a timely reminder. If more people did what you suggested, there might be a lot fewer threads in here crying in their beer because people fill in the opt-in form and then either unsubscribe or cry spam later.

    I'm guessing that somewhere there's a popular ebook saying something like:

    "Just get the email address. Don't tell them you'll keep emailing them or they won't subscribe. People just want the freebie so don't mention anything else."

    When you wipe that bit of wisdom off your boots, you can start building relationships with the people on your list, not the {first_name$}s...
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  • Profile picture of the author The Web Master
    Banned
    I agree good point and good post. Show them how its done! :]
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  • Profile picture of the author Wolster
    Great point Andy, which is why I bet they have pretty high drop out/unsubscribe rates.
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  • Profile picture of the author Beatrice
    Thanks for that. As a newbie I am clueless about the best way to entice people to subscribe. I am going a freebie but so far it does not seem to be working!
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  • Profile picture of the author Joshua Bretag
    I find giving away your best content and having your subscribers best interests at heart rather then your own are another 2 big ones when email marketing.

    Regards
    Josh
    The Crazy Email Marketing Professor
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