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6 Steps to Writing Better Converting emails
Properly crafted sales emails can be a powerful tool to keep in your online marketing toolbox. If you have built up a client database this is one marketing channel you will want to master.
When done correctly, sales emails can significantly improve your client relationships, increase conversions and improve your bottom line.
Imagine your clients actually looking forward to receiving correspondence from you in the form of an email.
Below we look at how to approach an email campaign in terms of creating emails with the right tone, content and design.
1. Use Multiple Channels
People handle information in many different ways; some prefer to watch online video, others prefer DVD's they can watch offline, others still like to load an audio recording on their IPOD and listen to it while driving or print out a hard copy report to read later.
It's important to consider all types of communication styles, so keep this in mind when you do your marketing emails.
2. Keep it Conversational
Many of the people you are writing to in your campaign, you will have already had some contact with before. It's not necessary to be overly formal with them and it's usually more appropriate to keep a chatty, personal and conversational tone.
Write your email as if you were speaking with them directly, whether it's telling a story, providing instructions or offering information.
3. Keep to the Point
Assume your email recipient is busy and doesn't have much time to read your email. This will help you keep the email on target and to the point. You want to always be thinking of adding value to your clients life and offering them a solution to a problem or challenge they are having.
Don't always use the same length email – mix it up; some emails may just be a couple of lines (the, "have you seen this yet…?") type of email. Other email correspondence will require you to elaborate in more detail.
4. Read it and Read it Again
One of the biggest problems of email campaigns is sending out an email with mistakes. It's important you read your email and re-read it again before sending it out. No one likes to receive email that is hard to understand or contains errors in links or slow loading video.
A good practice to develop is to write your emails and come back the next day to do any editing and proof reading before you hit the "send" button.
5. Get the Anatomy Right
Structurally, there are some basic guidelines you need to follow to make sure your email will get opened and avoid the "delete" key before ever having been read.
FROM – make sure you use a name they will recognize. Almost everybody looks at this field first, so it's very important to get their attention.
SUBJECT – this is critical. Use something that hooks their attention like a question that can only be answered by opening your email.
GREETING – make sure you add their name to the email – make it personalized and talk to only them.
LINKS – use links that are strategically placed through out your email – at the top, middle and bottom of the email. Don't make them wait to perform an action – give them many chances to click on the attractive blue links.
CALL TO ACTION – give them clear instructions on what you want them to do, like "click the link below." Use a PS to summarize the major point you are writing about and make reference to a specific place in your email.
6. Optimize Your Landing Page
Your email should be focused on your recipient performing a specific action – like clicking on a link. Make sure you don't try to sell them anything in your email other than taking the desired action. Then make sure the link works and your landing page is optimized. You want to avoid sending them to another page where they have to spend time searching for the information. Make it very specific and easy.
Writing great sales emails is just part of an online marketing approach that any business should consider mastering.
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