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The Power Behind Your Email Marketing Campaign
The Power Behind the Email Campaign With the credit crunch forcing all of us to tighten our belts, we need to find more cost effective methods to make money. In these tough times, many have chosen to take the direct marketing fight straight into our email inbox. But why has such focus been placed on getting the direct marketing to end up in your inbox? Companies across the globe are investing in the power of email to carry their marketing messages directly to us and turn the recipient into a buyer. Clearly, a single email can be sent to an infinite number of customers. A single email costs nothing to send, it just takes time to write. Using an Email Marketing Campaign is a highly efficient, high ROI, cost effective approach to direct marketing that yields significant results. But the real power behind these campaigns is how we use words to interest, attract and inspire the reader to take the desired action. Content is King. You can only connect with your potential customer if the words that you choose in writing the email make the right impact. Choose the wrong words and you risk alienating your hard earned ‘list’ of potential leads and turning latent sales into serial Junkers – consigning your mails to the Junk Mail folder each time a new message appears. Choosing the style and tone of your emails is very important. The US-style can be very graphic heavy, very flashy, very salesy, which suits some customers but gets instantly deleted by others. Identifying your customer is vital to know how to approach them. But there are some general rules that you can apply that will help in writing your own marketing emails. ONE: In the Beginning - You have to make your impact felt in the subject line, then in the first line, then the first paragraph and continue that way. Keep your copy slim, trim it down to the essence of what’s needed. Don’t make the reader work any harder than necessary. TWO: Don’t be Formal – Online, we read much differently. We tend to scan and only stop to read when we find something interesting. If you spend too much time being formal in your writing, you will put people off. Write like you’re talking to someone. Obviously stay professional, but choose words that don’t alienate your customers. THREE: Use Power Words – There are certain words that cause us to act, they work unconsciously to instigate the reader to take action, to make contact, send an email, to call now. FOUR: Features and Benefits – A customer will compare the features of two products or services but it’s the benefits that they really buy. Choosing the right words is vital to creating the desire to buy within potential customer. FIVE: Connecting the Squeeze – Your squeeze page made certain offers, certain promises, made claims about your features and benefits. Now is the time to connect those offers, promises, claims, features and benefits to attractive propositions in your email. Show the reader how they will profit if they take action now. If your Internet Marketing could be improved by a powerful email campaign, squeeze page or article marketing, why not speak to Mark Westbrook at WritingEngine by calling 0800 756 9535 or by email at mark@writingengine.co.uk |
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February, 2012
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