Email is still the most effective marketing technique. It’s easy to automate and highly efficient at bringing in qualified new leads. Whether you are managing a large marketing list or trying to open the door on a new major accounts, these are a few tips proven to increase your email sales results.
1. Subject Line That Look Human
It all starts here. Even the best of emails will go unopened 60-80% of the time. That’s why repetition and frequency is important, but that’s another topic. However, to get that 20-40% open rate you have to make it look like something worth opening.
Here’s my mental checklist:
- Does it look like a subject line a friend or family member might write
- Make it short and avoid Title Case (marketer red flag)
- Make it interesting, maybe even a little mysterious
2. Short and Casual Copy
Make your email short. No one reads email, they glance at it. If they open yours and it looks like a college term paper, even in the best of scenarios, they will file it for later. Most likely they will delete it.
Keep everything casual. Again complex and formal gets filed for later. Simple and breezy copy gets them to glance at your offer.
3. Add a Little Value
The body of your email should flow naturally from your subject line. In other words it should fulfill the promise of the subject line. If you promised secrets, a list, or 5 tips–make sure they are there. This gives the customer the feel of real value–something to try now.
You noticed I mentioned secrets, lists, and tips. This is what people open emails for. Even if you are selling something make sure you are giving them a secret, a list, or some tips to validate the value and credibility of your offer.
4. Create a Sense of Urgency
Open up Google or Yahoo! News. Grab something from the headlines. Something that is already probably top of mind. Weave it into your offer. Make it be the reason they need to drop everything to act on your email.
My experience has shown me that buzz topics get the best response, but you can also try special offers and discounts. However, I think most customers are numb to those techniques.
5. Make Action Clear and Easy
MOST IMPORTANT ALERT! Sorry for all the caps, but I see this mistake all the time and it kills email performance.
Give your email reader only one thing to do. Request only one action in your email. And make it crazy obvious and easy.
If you want them to come to your website make a big button and say. “Get X at My Website.”
Don’t say, “Buy my book, or click on that ad in the corner, or follow me on Twitter, or call me, or email me a good time to talk, or, or, or, or.” Your email reader will do nothing. Guaranteed!
What are your secrets to selling with email? Do you have any tricks that work like magic? Tell us in the comments.
About Bill Rice
