"...Your E-Mail May Be More Important Than Your Website."
Currently, I am reading the book by Maria Veloso "Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time" and came across some interesting points about the importance of your email. I have always believed in the value of email, but Maria opened my eyes to the "gold mine" that it can be.
...if you know how to use it properly.
Email is not just a spam generator, but a tool that should be utilized in order to "speak personally and directly to prospects and customers and to carry on a relationship that contributes significantly to sales." (emphasis mine)
I think a key to using email to its fullest potential is building that trust, that relationship, with the prospects. They need to feel safe reading your emails before they will take the step to purchase your products.
...and if you violate that trust they will leave. And not come back.
A website is still important in the Internet marketing world, but not everyone sits around and surfs the web...
...but just about everyone sends and receives email. Don't miss the golden opportunity you have here!
Maria outlines seven aspects that make an email effective. They are:
A headline is to copy as the subject line is to an email.
Virtually everyone has email. And virtually everyone gets loads of emails everyday. But to top it all off, virtually no one has time for them all. You must make yours stand out and "beg to be opened". You must make it personal and have significance to each individual to make the prospect pick yours over the dozens of other emails.
The tone of the subject line must be personal and friendly rather than corporate or commercial. No one wants to "be sold" on something, but they do want to buy stuff.
One thing to remember though is that you should always be real. Don't try to be personal just to lure them into the email...it has to relate to your product or service one way or another.
Bottom line...make it friendly and personal, but not deceptive.
The First Sentence
After they have opened your email you better make it worth it!
Which means you must keep their attention. In the first few sentences (and it really does only have to be two or three sentences) introduce yourself and continue with adding something personal. Maria gives an example:
Stay On Point
Maria suggests following the journalists' device, the inverted pyramid, to stay on point during the email. The top of the inverted pyramid stands for the most important information you want to get across to the reader and the tip or bottom of the inverted pyramid stands for the least important.
This translates to writing your email by putting the most important stuff at the beginning and the least important information towards the end.
Bottom line...don't waste the readers time, keep the email brief, but full of important information.
Just One Message
I think Maria says it best, "Don't litter your e-mail with a slew of subjects and topics." Because of the bombardment that every reader get with advertisements each day stick with just one message.
And because of this bombardment it is easy to see why your email will not get the full attention of the reader.
They have loads of other things competing for their attention.
...from other emails to what have for dinner.
...from the laundry that needs to be done to wondering how Johnny is going to get to practice.
Let the path from opening of email to sale be an easy one. Keep tangents nonexistent. And keep the message count to only one.
Bottom line...due your reader a favor and keep it simple.
Provide Value
In keeping with the same theme provide some sort of value, or incentive, for using up some of their precious time.
Examples that Maria give include: something free or discounted, some useful information, or a special offer.
Bottom line...some way or another thank them for spending a few minutes with you.
The Benefit
Just like in a sales letter, you can not just tell them what the benefits are...
...you must demonstrate how the benefits relate to the reader. What it means to them.
Maria explains an easy way to do this by following up the stated offer with "...so that you can [fill in the blank]."
Bottom line...don't tell them, show them!
And Last But Not Least, A Call To Action
Another similarity to the sales letter: DO NOT forget to ask the reader to do something! Without a call to action the best crafted email or copy will not bring in the sales.
Whatever the action is you want (click the button, sign up, register, or buy) you must ask the reader to do it.
Bottom line...again, make it really simple for the reader, tell them exactly what you want them to do.
When writing emails to send out to prospects always keep in mind your reader. Think about where they are coming from and what it is they want to hear.
Your ability to connect with them will go a long way!
Thanks for reading,
Sarah Johnson
PS. I want to thank Maria Veloso for all the useful information.
...if you know how to use it properly.
Email is not just a spam generator, but a tool that should be utilized in order to "speak personally and directly to prospects and customers and to carry on a relationship that contributes significantly to sales." (emphasis mine)
I think a key to using email to its fullest potential is building that trust, that relationship, with the prospects. They need to feel safe reading your emails before they will take the step to purchase your products.
...and if you violate that trust they will leave. And not come back.
A website is still important in the Internet marketing world, but not everyone sits around and surfs the web...
...but just about everyone sends and receives email. Don't miss the golden opportunity you have here!
Maria outlines seven aspects that make an email effective. They are:
- A Compelling Subject Line
- The First Sentence
- Stay On Point
- Just One Message
- Provide Value
- The Benefit
- A Call To Action
A Compelling Subject Line
A headline is to copy as the subject line is to an email.
Virtually everyone has email. And virtually everyone gets loads of emails everyday. But to top it all off, virtually no one has time for them all. You must make yours stand out and "beg to be opened". You must make it personal and have significance to each individual to make the prospect pick yours over the dozens of other emails.
The tone of the subject line must be personal and friendly rather than corporate or commercial. No one wants to "be sold" on something, but they do want to buy stuff.
One thing to remember though is that you should always be real. Don't try to be personal just to lure them into the email...it has to relate to your product or service one way or another.
Bottom line...make it friendly and personal, but not deceptive.
The First Sentence
After they have opened your email you better make it worth it!
Which means you must keep their attention. In the first few sentences (and it really does only have to be two or three sentences) introduce yourself and continue with adding something personal. Maria gives an example:
...start by saying something that you would say to a friend. I've seen an Australian newsletter publisher, for example, start an e-mail by describing the wonderful weather they are having in Australia and briefly describing the idyllic setting where he lives and works. A famous Internet marketer started an e-mail by saying that he just got back from a successful trip, followed by a short description of that trip.Bottom line...this is your chance to build rapport and bond with the readers, don't miss the opportunity!
Stay On Point
Maria suggests following the journalists' device, the inverted pyramid, to stay on point during the email. The top of the inverted pyramid stands for the most important information you want to get across to the reader and the tip or bottom of the inverted pyramid stands for the least important.
This translates to writing your email by putting the most important stuff at the beginning and the least important information towards the end.
Bottom line...don't waste the readers time, keep the email brief, but full of important information.
Just One Message
I think Maria says it best, "Don't litter your e-mail with a slew of subjects and topics." Because of the bombardment that every reader get with advertisements each day stick with just one message.
And because of this bombardment it is easy to see why your email will not get the full attention of the reader.
They have loads of other things competing for their attention.
...from other emails to what have for dinner.
...from the laundry that needs to be done to wondering how Johnny is going to get to practice.
Let the path from opening of email to sale be an easy one. Keep tangents nonexistent. And keep the message count to only one.
Bottom line...due your reader a favor and keep it simple.
Provide Value
In keeping with the same theme provide some sort of value, or incentive, for using up some of their precious time.
Examples that Maria give include: something free or discounted, some useful information, or a special offer.
Bottom line...some way or another thank them for spending a few minutes with you.
The Benefit
Just like in a sales letter, you can not just tell them what the benefits are...
...you must demonstrate how the benefits relate to the reader. What it means to them.
Maria explains an easy way to do this by following up the stated offer with "...so that you can [fill in the blank]."
Bottom line...don't tell them, show them!
And Last But Not Least, A Call To Action
Another similarity to the sales letter: DO NOT forget to ask the reader to do something! Without a call to action the best crafted email or copy will not bring in the sales.
Whatever the action is you want (click the button, sign up, register, or buy) you must ask the reader to do it.
Bottom line...again, make it really simple for the reader, tell them exactly what you want them to do.
When writing emails to send out to prospects always keep in mind your reader. Think about where they are coming from and what it is they want to hear.
Your ability to connect with them will go a long way!
Thanks for reading,
Sarah Johnson
PS. I want to thank Maria Veloso for all the useful information.
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