IM Strategy (6) – The 5 Laws Of Successful Emails
By Ralf Skirr.
Internet Marketing Strategy, Part 6 of 7
The first step in the process is to develop a newsletter or other email communication with them. It does not matter what you call it. Rather, it matters what is in it. Here are some examples of quality content to provide to your readers.
• Provide Informational Articles.
Your clients want to read something helpful to them. They want to read something that teaches them something. For example, let’s say you are selling an informational product on acne. In your email message to your readers, you write about the causes of acne. This provides them with some type of information.
• Make your subject line effective.
A common problem that many people have when using any form of email marketing is that they just do not get their readers to open up the email. How can you do well if the reader is not even reading what you have to offer? Use your subject line as a tool. In the above example, the subject line could be, “what causes acne and what you can do about it now.”
• Make your email personal.
If you have ever opened up an email and read it knowing that they were just selling something, chances are good the information with was a simple made up, canned response. That’s boring and actually worthless. Use the reader’s names. Be sure to write to them, not to academics. Be personal, yet professional at the same time.
• Don’t overdo it with graphics.
Another problem with email marketing like this is that people go overboard with graphics. You have seconds to impress your reader and get them to actually read the email you have sent. If you have so many graphics within it that it takes forever to load, they will close the email and move on long before actually seeing what you were going to talk about.
• Tell them what to do.
Perhaps the most important aspect of any email used like this is that it has to provide your readers with a way of reacting to what you have sent. Tell them what to do or what they can do to learn more. Give them the link to follow that takes them to the answers to their questions. For example, in the above example, after detailing all of the causes of acne, follow up with a link that takes the individual to your acne cure website. The link may read, “Finally, there is help for any of these acne causes.”
That’s all it takes to get the email going. An effective campaign does get people back to your website. In fact, internet marketing can work in many ways to gain you resources including higher sales potential. Take the time to put internet marketing in place and you will see traffic to your website come in from a variety of sources. You are likely to see your sales go up as long as you have provided your readers with the helpful tools and resources they need to make wise decisions.
If you are not sure if it can work for you, consider traditional sales mechanisms. You could pay a heavily trafficked website for an ad in the thousands of dollars range and hope to get enough readers back to your website. Or, you can invest your time, not your money, in getting quality traffic that is already interested in you!