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The Hook. State your offer in
first paragraph and provide an immediate response mechanism. Clicking on a link connected to a web page appeals to Internet users with short attention spans. Another option that works well is to encourage recipient to pick up phone and dial a toll-free number. Some companies are now building an online response form into their e-mail messages. These encourage recipient to fill in their name, address, company, e-mail, phone number and any other information in blank field and then hit a send button.
The Body. Keep body text short and conversational. Short paragraphs and wide margins make your email easier to read. At close of e-mail provide another link and repeat your offer again.
Include a Call to Action. Make sure your email tells your reader about benefits of your product or service and gives him enough information to make a decision. Then tell him clearly and simply what you want him to do: visit your web site, sign up for a newsletter, renew a subscription. Finally, get him to act NOW! Because if he doesn’t click on your link right away, he probably never will.
Opt in, Opt Out. The two rules of email marketing are to always mail only to opt-in lists (a database of e-mail addresses that have been willingly submitted as a request to receive information). And to make sure you provide a mechanism for recipients to opt-out. The former is easy—only e-mail to genuine opt-in lists. For latter include a paragraph at end of your email that tells recipient how to opt-out. Never send an e-mail without including an opt-out option. In addition new Can-Spam legislation requires that a physical postal address be included in your mailing. Follow these simple rules because you do not, I repeat, do not want to be labeled a spammer.
HTML versus Plain Text. Deciding whether to use plain text or HTML primarily depends on what you’re selling. For example, if you’re selling clothing or CDs, graphic format of HTML allows recipients to see pictures of product and tend to be more captivating. If in doubt offer two lists: one in plain text and other in HTML. That way you can let your subscribers decide.
What Response Can You Expect. A recent survey of advertisers conducted by Direct Marketing Association found that e-mail marketing was strongest (compared to several other forms of advertising) in customer retention, and generated most online traffic. In addition, research suggests that email marketing typically delivers twice response rate of paper direct mail at about half cost.
Julia Hyde is an copywriter and consultant specializing in search engine marketing and copywriting, direct mail and other marketing materials businesses need to increase sales.
For more information on how Julia can help boost your company’s profits, email her now at info@juliahyde.com. Or visit her website at www.juliahyde.com
