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Free. . . Sale. . . New . . . Hot. . . Act now! These words announce yet
another e-mail sales letter. We're inundated with e-mail pitches and wary of
anything that sounds too good to be true. So, how do you write your e-mail
sales letters so customers will open, and most importantly, act on them?
(article continued below ...)
To discover how e-mail sales messages work (or fail) we read hundreds of
messages. We easily sorted them into three categories: (1) unprofessional --
poorly written, poor grammar, a blaze of different fonts and formatting (2)
lackluster -- messages that left us saying "so what" and (3)
winners that compelled us to buy a product or service.
What traits set the winners apart? We analyzed the best e-mail sales
message and came up with these SIX STEPS TO E-WRITING THAT SELLS:
1.
Write a compelling (and truthful) subject line.
As with all email, the first hurdle is to write a subject line that says,
"must open." Great subject lines telegraph the content of the
message and promise a product, service, or outcome of real value. So many
e-mail sales messages have FREE or DISCOUNT in the subject line that those
words would seem to be a prerequisite. But after the first dozen or so free
offers, the reader is wary and wants something more.
Here's a subject line we like: "Branding: Learn Why the Future of
your Company Depends Upon it." It instantly telegraphs its subject, --
branding -- tells what you'll learn, and hints at what will happen if you
don't learn it. We'll read that message, for free or at full price!
2.
Deliver a clear message up front.
Your readers are busy - they don't have time to figure out what you're
offering. They're impatient, too; they don't want a tease, a "clever
" anecdote leading up to the main point. Be direct and succinct. Start
with a clear statement of what you're offering.
Here's an effective opening. Concise and to the point, it grabs the
reader with a question then offers a solution: "Are you looking for a
unique, inexpensive, and effective way to market your business or site? Try
Postcards!"
Many e-mail sales messages open with a lengthy reminder to the reader
that he's opted in to the mailing and detailed instructions on how to opt
out. This statement is an important courtesy, but it squanders prime real
estate, the first screen. You must give the reader this "opt in"
information, but put it at the end of your message.
3.
Deliver one message.
When you've gone to great trouble -- and expense -- of compiling an e-mail
marketing list you may be tempted to really get your money's worth by using
the list to tell all potential customers about everything you do: the winter
sale, two hot new products, and free mouse pads. Don't.
E-mail readers have short attention spans -- long enough to digest one
message, no more. The best strategy for delivering multiple e-mail sales
messages is to write a separate message for each thing you're trying to
sell.
If you do have lots to tell your readers, and would like to communicate
with them regularly, consider an e-mail newsletter, a better format for
multiple messages.
4.
Provide value In return for opening and reading your communication,
give readers something of value: useful information or a special offer, and
perhaps something free or discounted.
Here's an example of e-mail sales copy that effectively couples the
promise of valuable information with a free offer: "Does your Web site
have the security you need to conduct business online? To learn what's
powering security on all the leading Web sites, request your FREE copy of
'Securing Your Web Site for Business' from VeriSign."
5.
Show readers how they will benefit It's not enough just to tell readers
about what you offer: "Try
our free job matching service." Let them know how your product, service
or offer will benefit them: "Our free job matching service will help
you find high-paying gigs. We'll send you the names of at least two
potential clients each week."
Here's how another letter shows how you'll benefit: "Sign-up for the
Personal Financial Advisory and you'll get powerful, objective, personalized
advice each week by e-mail on how to invest your money to enable you to
reach your personal financial goals."
6.
Include a call to action
Your compelling subject line and customer-oriented lead have done the trick:
you've gotten the reader to open your message. You've offered insider
information and showed readers how your product or service will benefit
them. Now go the distance and tell your readers exactly what you want them
to do.
Don't just tell them to check out your site. Tell them what action to
take. Invite them to sign up for your free newsletter, enter a raffle, buy
your product. Good examples: "Enroll in workshops today at
www.digitalwork.com/promo," "Enter to win a shopping spree in
Paris by visiting us at http://offer.bravogifts.com/paris,"
"Download the demo software at: www. download.com."
We'll close our discussion of e-mail sales with a final, heartfelt
reminder of the importance of brevity in e-mail sales letters. Media critic
Barbara Lippert said it eloquently: "Watching 15 seconds of nasal
passages unblocking sure beats watching 30 seconds."
About the
Authors:
Leslie O'Flahavan and
Marilynne Rudick are partners in E-WRITE. Both are experienced print and
online writers and teachers. E-WRITE teaches the new rules for writing well
in the electronic age. At the E-WRITE web site http://www.ewriteonline.com
- you can enroll in web and e-mail writing courses, subscribe to a free
newsletter, the E-Writing Bulletin, take an EQ (E-mail Quotient) Test,
review web writing winners in the Web Writing Showcase, and learn about many
online writing resources.
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