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How To Maximize Results In Email Marketing


If you are using email to augment your marketing effort and generate more sales, you'll know that the competition is tough. One of your biggest competitors is the customer, the same person that you want to sell to.

By that I mean the limited attention span and the boredom filter that every human being has built in, and your customer will surely be no different.

If your email does not make immediate impact, it will either go into the trashcan electronically speaking, or it will be put to one side "to be read later". The second option is to all intents and purposes the same as the first.

Your customers get busy just like you do. They might have the best intentions in the world, but if they don't read it now, it will probably never happen.

So start by knowing your customers. Understand what appeals to them and what makes them sit up and take notice. That's the starting point for your email and that is what determines how you will write them and send them. When you know how they think and how they react, you've already taken a step in the direction of email success.

Knowing about your customers also involves understanding their buying patterns. You should know if there are any seasonal variations in when they buy your type of product as well as how long the buying cycle is.

Having the information on these factors will then allow you to send out emails at the right time and at the right intervals. If the buying cycle is longer for example, be prepared to send out more than one email to keep the dialogue going.

The content of your email is critical as well. Let's start with the title. It can be up to half the importance of the whole email simply because it's what the reader sees first and it's at that time that they take a first decision to read your email now or not. So pull out all the stops and make titles that really hit home.

Use action oriented words for example, such as "Act, Learn, Solve..." etc. or phrases that incite the customer to click and open your email immediately, like "How To...". You can also use phrases that communicate that stocks are limited or that time is of the evidence. And of course you can combine them '"How To Solve ... Before Stocks Run Out".

Just remember that you have a few seconds at the most to get your customer on board. Forget the tricky advertising slogans (which often fail in the physical world as well), your customer has neither the time nor the motivation to figure out what on earth your email is going to say.

Once you are into the body of the email, you need to keep the momentum generated by your title. Your email has to be flowing with one paragraph leading seamlessly into the next. Look at a sales letter that had you reaching for your credit card to see what I mean. The chances are that the copy or text of the letter was written in such a way as guide you unerringly through the different points to the conclusion. See what principles you can identify without copying the text as such, so that you can then apply them in the same copy that you are putting into your email.

When you write your own copy, try to picture the customers reading it. The reaction that you need is your customers nodding their head as they read down the text, with a warm and convincing flow of points that make perfect sense to them and speaks to them about something that is important to them.

When you've got that far, you need to end your email with a call to action. This is where you ask them to do something that might be anything from signing up for a newsletter to buying your product.

In effect you are asking for the order. If you have had any other selling experience, you'll know that sometimes the customer simply forgets that the whole point of the exercise was to find and acquire a solution. The call to action puts this back into perspective and helps everyone end the conversation with satisfaction.


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