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How NOT To Craft An E-mail

by REHughes
21 replies
Ok, I know there have been multitudes of threads on how to write e-mail properly, and everyone has their own view of it - how often to mail, when to sell, when not to, how hard -


But, regardless of where you stand on this issue this is hands down a no-brainer when crafting an e-mail -


You DO NOT tell them there is nothing for sale, and then TRY TO SELL SOMETHING!


Now, before some of you get TOO defensive, this post is made while I laugh inwardly at the obvious blunder that this MIGHTY WARRIOR made - yes, one of our own -
and I am not hitting un-subscribe right away either.


Actually, I often get relatively good content on this list, plus I bought a WSO from this person and want to stay on the update list.


This was written as much for FUN as anything else, I guess.


I just want to point out that you have to be a little more careful, and honestly put a little more REAL THOUGHT into your e-mail messages you write if you truly want the masses to read them and keep returning for more.


I just received this in an e-mail the last couple of days, and I have edited enough to try and mask the senders identity so as not to embarrass him or her if someone did recognize the wording. So, if you do, just laugh inwardly with me.


But, I had to laugh when I saw this - I think it PROVES what is at the forefront of our mindset.


Here are the paragraphs in mention:


2nd paragraph----


I'm not pitching anything or trying to sell you on a product so I hope you'll accept the fact I just wanna help you avoid some of the same mistakes!


Now, if you are on this list and recognize any of this, just laugh and let it go, but then here is the closing of the e-mail:


P.s Before I forget I wanted to tell you all about a brand new WSO my good friend ( Mr nobody) will be launching xyz product.......etc., etc., etc.




and it's off to the pitch from there.


What? You dared try and sell me something!? After you promised that you weren't! Oh, well, I got a laugh anyway!


Ok, some of you will find that common, but I just feel our messages, especially in the IM niche, when someone is trying to TEACH others the proper way to do things, should be written a little more personally and carefully, as though we actually DO care about the success of those we market to.


Guess it bears asking the personal question -
What is your mindset - MARKETER or MENTOR?


Hmmmm!:confused:
Robert
#craft #email
  • Profile picture of the author Grain
    It depends on the list and its saturation with email
    marketing.

    If you're on a Make Money Online list, you're almost
    100% certain to be bombarded with 23 emails trying
    to sell you something...

    ... And the funny thing is, as internet marketers,
    you're probably aware of it.

    Awareness alone is a high delete certainty unless
    you have a certain branding that would attract
    your customer to open the email.

    There's an exception though... Unless the email
    is trying to sell something that is perceived to be of
    high quality. That's usually why some lists work with
    2-3 emails filled with sales pitches at the very start..

    ... Until the customer gets sick of it.

    I hate it when marketers think like marketers. Their
    brains are filled with "how to market this" instead of
    "how to give what the customer wants".

    For non-MMO niches, I feel the ratio of valued
    information to sales pitching can be much lower as
    compared to the MMO niche.

    One of the highest email open rates I've had was
    through a *ezine-email*... Usually in non-MMO
    niches.

    As to your thread question...

    ... Many marketers now are trying to grasp onto the
    demand for Internet Marketing courses and hence
    trying to play "mentorship" when they obviously do
    NOT know what they are doing...

    ... Neither do they have actual experience.

    Repackaging would be a more apt description.

    However, there are real mentors out there who have
    already made all the money they need... Not out of
    students. They teach because they enjoy the
    intrinsic benefits!

    Kind Regards,
    Grain.
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    Kind Regards,
    Grain.

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    • Profile picture of the author REHughes
      Originally Posted by Grain View Post


      I hate it when marketers think like marketers. Their
      brains are filled with "how to market this" instead of
      "how to give what the customer wants".

      ..........................
      As to your thread question...

      ... Many marketers now are trying to grasp onto the
      demand for Internet Marketing courses and hence
      trying to play "mentorship" when they obviously do
      NOT know what they are doing...

      ... Neither do they have actual experience.

      Kind Regards,
      Grain.
      Grain,

      I think you caught my intention. I have no problem with anyone selling.
      If we didn't, we might as well close shop and go home.

      My actual thought was do we only think with a Marketer mindset - i.e., sell, sell, sell -
      Or do we write with a Mentor Mindset - help, help, help.

      There is still plenty of room for selling with a Mentor mindset, and in most cases the recipient will realize that and be more apt to respond favorably. - Or at least I do!

      Not saying everyone can be a mentor, but that mindset can still be prevalant.

      Originally Posted by Raydal View Post

      Where is the inconsistency? The email states that s/he will not be selling anything but didn't say that his friend will
      not be selling something. The P.S. talks about his/her
      friend's WSO and not his/her own.

      -Ray Edwards
      You are joking right!

      To think that just because it is an affiliate link that everything changes is utterly absurd.
      If you write the e-mail, and you stick in the product link, YOU become the seller, whether you own the product or not.
      THAT IS THE INCONSISTENCY that the seller stated UP FRONT they weren't selling anything, yet included an affiliate link.

      Like I said, I actually thought it kinda funny, but begs to make us look how often we do the same or maybe worse.

      Are we truly concerned about our potential customers, or do we just haplessly e-mail the crap out of them till they buy or go away.

      This marketer obviously FORGOT they said they weren't gonna sell anything, or didn't care, one or the other.

      But, attempt to sell, they did. Regardless!

      Best,
      Robert
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  • Profile picture of the author Raydal
    Where is the inconsistency? The email states that s/he will
    not be selling anything but didn't say that his friend will
    not be selling something. The P.S. talks about his/her
    friend's WSO and not his/her own.

    If that was an affiliate link I don't know because you didn't
    indicate.

    On the other hand, some people are apologetic about selling
    as though they are embarrassed about it. If you are selling
    just sell. Don't apologize.

    If you know your product has value then why be shy about
    it?

    -Ray Edwards
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    • Profile picture of the author max5ty
      Originally Posted by Raydal View Post

      Where is the inconsistency? The email states that s/he will
      not be selling anything but didn't say that his friend will
      not be selling something. The P.S. talks about his/her
      friend's WSO and not his/her own.
      WOW...I could spot the inconsistency in a New York Heartbeat.

      I can understand what the OP is saying...that's probably why most of my emails from mailing lists go directly into the spam folder -- never to be seen.

      I know I'm probably not the norm, but I believe email is almost a dead science.

      Sure there are those who swear by it...usually small time marketers with lists that still buy their BS...and the marketers are happy to be able to pay the rent.

      There are better ways now that are gaining popularity to get your message across.
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      • Profile picture of the author Steve The Copywriter
        I'm glad I learned an important rule.

        Think like a prospect - not like a marketeer.

        It's what they want that matters.

        There's no harm whatsoever in trying to sell them something.

        But they don't want to be blitzed with non stop hard sell tactics.


        Steve
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        • Profile picture of the author REHughes
          Originally Posted by Steve Copywriter View Post

          I'm glad I learned an important rule.
          Think like a prospect - not as a marketeer.
          It's what they want that matters.
          Absolutely, to an extent.

          Still keeping in mind, however, that we do have to make a living!
          Finding the happy balance is the key to a GREAT marketer.

          Robert
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          • Profile picture of the author Steve The Copywriter
            Originally Posted by REHughes View Post

            Absolutely, to an extent.

            Still keeping in mind, however, that we do have to make a living!
            Finding the happy balance is the key to a GREAT marketer.

            Robert

            Yes, the happy balance for me is...

            What I want to sell isn't important.

            It's what they want to buy that really matters.

            Steve
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      • Profile picture of the author angiecolee
        Originally Posted by max5ty View Post


        I know I'm probably not the norm, but I believe email is almost a dead science.

        Sure there are those who swear by it...usually small time marketers with lists that still buy their BS...and the marketers are happy to be able to pay the rent.

        There are better ways now that are gaining popularity to get your message across.
        There are guys like Michael Katz and Peter Bowerman who have made email newsletters an art form. Now, I'm not sure if you're referring only to one-off email blasts, email newsletters, ezines, etc. I'd have to disagree that email is a dead art (I'd define it as more art than science).
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        • Profile picture of the author max5ty
          Originally Posted by angiecolee View Post

          There are guys like Michael Katz and Peter Bowerman who have made email newsletters an art form. Now, I'm not sure if you're referring only to one-off email blasts, email newsletters, ezines, etc. I'd have to disagree that email is a dead art (I'd define it as more art than science).
          When I first started out in copywriting/marketing...we didn't have computers where anyone could throw together a letter on a $5.00 a month website.

          We (or our clients) had to actually pay some serious money to have the ad placed in the paper/magazine or sent by direct mail.

          Nowadays just about anyone can claim to be a copywriter...with no fear of monetary loss.

          Emails at one time were all the rage...think about now...they've been populated mostly by spam and BS "last chance" attempts to snag a quick buck.

          I've seen all the junk websites and WSO's that claim you can make thousands while sitting around in your pajamas...

          Truth be told, most of what these "marketers" make wouldn't even pay for the fuel in one of my Bentleys for a week.
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          • Profile picture of the author angiecolee
            Originally Posted by max5ty View Post


            Nowadays just about anyone can claim to be a copywriter...with no fear of monetary loss.

            Emails at one time were all the rage...think about now...they've been populated mostly by spam and BS "last chance" attempts to snag a quick buck.

            I've seen all the junk websites and WSO's that claim you can make thousands while sitting around in your pajamas...

            Truth be told, most of what these "marketers" make wouldn't even pay for the fuel in one of my Bentleys for a week.
            That the email market is saturated just makes it easier for those of us who don't write spam or BS to stand out
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            • Profile picture of the author max5ty
              Originally Posted by angiecolee View Post

              That the email market is saturated just makes it easier for those of us who don't write spam or BS to stand out
              You're way behind the times as most internet trained marketers are.

              You're waiting for a guru to write an ebook and tell you where to go from here.

              I can tell you from first hand experience...the market now is mobile marketing.

              Emails can sit for days before they're read...texts are read almost immediately.

              The open rate for texts is darn near 100%.

              Problem most will have with mobile marketing is they don't know how to get their message across in 160 characters or less.

              If you want to start making some real cash...get into mobile marketing.

              CSC's are expensive, but you can piggyback off a provider.

              I've been studying everything there is on the subject...maybe I'll post on it.

              Mobile marketing is eclipsing the rush to profits that the internet had.
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              • Profile picture of the author angiecolee
                Originally Posted by max5ty View Post

                You're way behind the times as most internet trained marketers are.

                You're waiting for a guru to write an ebook and tell you where to go from here.

                I can tell you from first hand experience...the market now is mobile marketing.

                Emails can sit for days before they're read...texts are read almost immediately.

                The open rate for texts is darn near 100%.
                The problem here is that you assume I'm waiting for anything at all. I appreciate your trying to understand how I do business, but frankly you're misinformed.

                From a prospect's perspective, I guard my phone number even more closely than my email. As soon as I get an unsolicited text, I request a cancellation/stop and inform that business that my phone is for my personal use...if I want marketing info I'll opt in via location-based apps. I prefer email marketing because I can open/delete/opt out whenever I please. It gives me something to read between meetings or when I find myself with down time.

                Don't go reading more into what I stated than what is there. I am a proponent of email, but that doesn't mean I believe it to be the end-all, be-all, most effective way to reach any market. I prefer email marketing and I know many others who do - it's more of a discussion/interaction relationship than a get talked at relationship. And I've found customers in general prefer relationships unless they're shopping on price alone.
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                • Profile picture of the author max5ty
                  Originally Posted by angiecolee View Post

                  The problem here is that you assume I'm waiting for anything at all. I appreciate your trying to understand how I do business, but frankly you're misinformed.

                  From a prospect's perspective, I guard my phone number even more closely than my email. As soon as I get an unsolicited text, I request a cancellation/stop and inform that business that my phone is for my personal use...if I want marketing info I'll opt in via location-based apps. I prefer email marketing because I can open/delete/opt out whenever I please. It gives me something to read between meetings or when I find myself with down time.

                  Don't go reading more into what I stated than what is there. I am a proponent of email, but that doesn't men I believe it to be the end-all, be-all, most effective way to reach any market. I prefer email marketing and I know many others who do - it's more of a discussion/interaction relationship than a get talked at relationship. And I've found customers in general prefer relationships unless they're shopping on price alone.
                  Hey, thanks for the feedback.

                  Sounds like you have a plan in place...keep it up.
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                • Profile picture of the author REHughes
                  Originally Posted by angiecolee View Post


                  I am a proponent of email, but that doesn't mean I believe it to be the end-all, be-all, most effective way to reach any market. I prefer email marketing and I know many others who do - it's more of a discussion/interaction relationship than a get talked at relationship. And I've found customers in general prefer relationships unless they're shopping on price alone.
                  Angie,
                  I agree. E-mail marketing is DEFINITELY not the only way to reach any market. It has taken, to an extent, the back seat to mobile marketing.
                  But, as you argue, and I agree, I don't compare the two, because they are not in the same class.
                  E-mail marketing is a relationship builder, and mobile marketing is simply a selling tool, nothing else.
                  In my book, they don't compare.
                  Sure, you can point to free things, but how can you TEACH or TRAIN them by mobile?
                  How can you give value through this medium, other than maybe by offering the BEST PRICE on a particular product?

                  I personally don't see it.

                  Also, however, I am not a huge fan of mobile marketing, although I KNOW that I will probably have to learn it soon. It is the next most powerful marketing method around today - no doubt.
                  But for now, I personally despise it as I hate text messaging.

                  If my children contact me by text, I will usually give them one response, and afterward tell them to call if they want to talk.

                  I can't PERSONALIZE a text message.

                  I think it all comes back to my original point about mindset - are we just gonna sell, sell, sell, or do we also have a great desire to give, give, give!

                  Personally, I prefer to go the route of Mentor!
                  Great post, by the way!
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      • Profile picture of the author copyassassin
        Originally Posted by max5ty View Post


        I know I'm probably not the norm, but I believe email is almost a dead science.

        Sure there are those who swear by it...usually small time marketers with lists that still buy their BS...and the marketers are happy to be able to pay the rent.
        Are you clueless, mindless, or blind?

        I'm not sure, yet.

        Go check out: The White House

        That's the homepage for one of the most powerful people in the world, and it's a slash page!

        Google a term and click on the paid ads. The good ones offer a report in exchange for email.

        Email works.

        And I don't consider the President a small time marketer.

        Do you?
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        • Profile picture of the author Steve The Copywriter
          Well... the good news is if email and mobile marketing does bite the dust.

          We can all go back to writing sales letters.

          I know it's low tech (ink, paper, envelopes and stamps).

          But done well - they never have and never will stop working.

          Thank goodness,

          Steve
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        • Profile picture of the author max5ty
          Originally Posted by copyassassin View Post

          Are you clueless, mindless, or blind?

          I'm not sure, yet.

          Go check out: The White House

          That's the homepage for one of the most powerful people in the world, and it's a slash page!

          Google a term and click on the paid ads. The good ones offer a report in exchange for email.

          Email works.

          And I don't consider the President a small time marketer.

          Do you?
          Wow, pretty spunky for an accountant

          First a little lesson...

          The White House web site is not set up for marketing. It's a gov't website.

          No matter what president is in the White House they use the same website to get info out about things.

          This wasn't something the current president came up with.

          I know this isn't a political site...but if you look into the president's campaign and several others you'll see a large amount is being spent on mobile advertising...lots of large companies now are pumping huge dollars into it also.

          Many when they think of mobile advertising think of text messages...it's a whole array of options.

          I attended a conference a few weeks ago that was hosted by a company I've done work with...I can assure you not only they, but many companies are in a race to the top with mobile marketing.
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  • Profile picture of the author laurencewins
    Most marketing emails ARE going to sell you something so it's better to be upfront about it. I believe honesty is the best policy. I used to do telemarketing and other types of sales and trained staff to do the same. One thing I always told them.. if asked if they were trying to sell something, they should answer "yes but it's up to you to decide if you want to buy it once you have heard all the facts."
    It's a non-pushy, non-threatening statement that entices people to listen because it's refreshingly different.
    I used it myself and got a lot of sales that way because people appreciated the honesty.
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  • Profile picture of the author andynathan
    In the end it all comes down to intentions. While a good writer keeps the audience in mind, a great writer remembers why they wrote the letter in the first place.
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  • Profile picture of the author Jay White
    Lots of people making tons of cash with email--and it's not going away. They're building lists, developing relationships with those lists, and providing good quality content/products related to the wants/needs/desires/problems that list is dealing with. Take it from a guy on the inside--this is not a dead science.

    However, for those of us in the IM world who get bombarded with email pitches every day and see right through them, it may seem like it's on the wane. But in OTHER niches, where the audience isn't so jaded like we are, marketers are continuing to clean up.

    Is there a place for mobile? You bet. But email's not going anywhere anytime soon.
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