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Having a strong email marketing plan—blended with effective email copywriting tips—will go a long ways toward the creation of successful email marketing programs. There are a few steps that can help move you toward more success.
1. Know the Objective of the Email
Do you want people to click-through to a landing page and buy? Or fill out information and capture the responder as a lead?
2. Choose a 2-Step or 3-Step Selling Process
If you don't know if you should use a 2-step or 3-step sales process, test it!
3. Before Writing, Analyze Your Past Email Performance
Look at your past email performance, open rates, clickthrough rates, conversion rates of your own program. Then look at your subject line copy, word count and the number of images you used.
4. Research Your Competition
Analyze competitive email for subject line copy, word count, images used, day-of-week and time-of-day emails are sent, and if the trend of competitors is to use a 2-step or 3-step sales process.
5. Visualize the Recipient
Picture the person who will receive your email. Know his one dominant emotion as he reads your copy. If the email is about a health product for men over the age of 50, visualize what he may be going through. The visit to a doctor. Embarrassment. The desire to be younger. Write to that single dominant emotion.
6. What's In It for Me?
Your readers are subconsciously asking themselves that question the moment they decide to open your email. Why should they invest a few seconds to read the first sentence or two of your email? And why should they keep reading? What's in it for them?
7. Sell Benefits
The health product may have a secret ingredient from a forest in South America only found in one-square mile on the earth, but the reader wants to know what it will do for them.
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Social Media ROI
Email Marketing that Works (2nd Edition)