Sunday, April 25, 2021

Is Your Email Marketing Strategy Doing What It's Suppose To?

This isn't about me promoting some package because I've done my own email marketing using my little bit of a brain at zero cost.  In fact, many people have done this without using a service when starting out.  Some even do their own A/B testing (comparing one item to another by seeing the final outcome by desired numbers) and only use a service for its other offerings like newsletter design.

Don't Give Into the Pressure to Buy Right Away

Yes, when you start your online venture, they do come out like wolves looking for a sale.  Not to say these internet hosts, online merchants, and other companies trying to make a living are bad.  It's just that sometimes it pays to look into your own talents first before testing something that may be a gamble or investment.

Learn the Basics Easily

Many of us can write a marketing email or one that's engaging or grabs attention right away.  While it's good to incorporate both, it all starts with the subject line.  The best subject lines are honest, to the point, and descriptive without using too many words. And you don't have to be a copywriter to do this effectively.

Once you learn how to not trigger spam folders by using words like 'FREE', or obvious misspellings of sales terms, the next order of business is appealing to the receiver.  You may be launching a referral campaign that a client or merchant has extended to you and new referrals mean money in your pocket. However, you may have limited time to reach your quota.  

Pay Attention to the Recipient

Hey, there's no income like lazy income but how you word the email subject makes the difference in landing a sale and being ignored forever.  So the best measure is to word the subject line so that the receiver knows there's something in it for them - a discount on a product or service.  Maybe there's an offer that will benefit them right away that's not commonly found.  Look for the hidden benefit and promote it in the subject line.

Make Each Paragraph Matter

Use the first paragraph as a lead-in to the subject line and create a scenario they can relate to. One mistake some sellers (and professional marketers) make is writing lengthy paragraphs.  People don't have time for drivel and have gotten hip to those long landing pages that take more than 15 minutes to read. By the end of the paragraph, let them know you have a solution to their problem...and you have it now.

The next paragraph should describe your product or service in detail.  Be truthful and use this precious space to address common problems it will solve, along with the benefits of ordering right how.  Your approach should be professional but use words that appease the senses.  These word choices may relate to common feelings like confidence, ego-boosting, playing on a fear, a sense of power, or greater security for them or their family.

Ideally, your third paragraph should be your CTA (or call-to-action) which winds down but summarizes everything with a sense of urgency (e.g. 'For a limited time only...').  If you want to make this paragraph your fourth, make sure that the third paragraph offers beneficial information or statistical information that supports your mission.  Remember, testimonials (whether real or not) don't always hold up unless they come from know experts or respectable personalities.

Respect the Recipient and Don't Sell them Short

Once again, emails should be informative, short, and not too salesy.  While there were many YouTube videos on the subject, many contributors want for you to enroll in their classes, and some just talk too damn much.  I can't subject you to that since every audience is different and there's a unique method for every sale.

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