The following is an excerpt from the recent DirectMarketingIQ report, "The Ultimate Guide to Email Marketing: Best practices for copywriting, design, campaign strategy, branding, CRM, B-to-B, mobile and social media integration, and more; 3 case studies; and 2011 trends." Click here to find out more.
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?
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.