by Karon Thackston © 2002 http://www.copywritingcourse.com
It’s about 7:00am and time to start my day. While my exact routine varies, one of first things I always do is check email. As flood rolls in, I have my finger poised on delete button… aimed and ready to fire. But then something catches my eye.
On this morning, I decided to take a closer look at one email in particular. That led me to also lend a critical eye to some other ads as well. So below, I’ll give you my evaluation of a few of many email ads I’ve received… which ones got my attention, which ones I just rolled my eyes at… and why.
Here’s one that is well targeted, indeed! The headline read: “Inquiry About Becoming An Affiliate.” That got my attention because my copywriting course does have an affiliate program. I’m always interested in adding new affiliates to group. So I read on.
Part of message is below:
Good morning. I would like to inquire about possibly working with you and your company on an affiliate basis.
My company maintains a fresh, 100%, opt-in email database exceeding 15,000,000 qualified consumers. These consumers have specifically requested to receive purchase information regarding your product(s) or service(s).
If you're interested, I would be glad to speak with you about a cost-per-action (CPA) email campaign that WILL make additional sales and generate alternative revenue.
While generic line about my product(s) or service(s) let me know immediately that this was a “canned” ad, it still gave me something to think about. Did I respond? Yes! Why? If I could get copywriting course in front of over 15,000,000, and pay same affiliate commission I was paying anyway, what would I have to lose?
Rolling My Eyes
However, among pile of emails were some real duds. I must get 10 of these ridiculous emails a week. You’ve no doubt seen them, too. They say something like “I joined this program a few months ago and promptly forgot about it.” Oh please!
Why did I roll my eyes at this one? While it started off good, it wasn’t punchy enough to get me to respond right away. That’s no major crime. It often takes repeated exposure of same message to get a good response. But… when you get exact same message from several different people 3 or 4 times a day – you find out quickly that this is an overused ad, not a personal recommendation.