Email Marketing, Your Virtual ATM
Did you know that sending out emails to your prospective customers/current customers can be the most intimate marketing medium there is.
It’s actually far better to get one email address than 10 likes on your Facebook Fanpage.
The power of email marketing is that you have the opportunity to get a person’s permission to drop something into their inbox at any time you like and literally allow your email marketing efforts to become your very own business ATM automated machine.
Wow! Now doesn’t that sound great.
It is actually, but although it sounds easy, it write compelling and effective emails is an art and a skill that will serve you well if you take the time to learn how.
The 4 Most Important Structures to Your Email
- Captivating and Compelling Subject Line
- Personality Driven Email Body that makes an Impact
- Bullet Points, Attention Getters etc
- Simple and Clear “Call to Action”
The subject line is the digital version of an attention grabbing envelope in traditional mailbox marketing.
People get more aggressive about deleting emails on a Monday morning so keep this in mind when sending out your broadcasts.
Did you know that many people actual check through their emails with their finger resting on the ‘delete’ key. I know I do, and many other do too.
Your subject line must be compelling enough to stop the person from deleting and want to open and read the rest of the email.
One of the best ideas is to create a unique email address to compile and save all the emails you subscribe too, especially if you are following other leaders/businesses from your industry that you learn from as mentorship.
Take notice of their subject lines, and things they said to make ‘you’ open their email. Watch their language, they way they structure their emails and how they weave in their call to actions.
Captivating Subject Lines for Your Email Marketing
EMOTION
- Anger, Curiosity, Surprise, Humour
- “This ticks me off”….. (rant enclosed)
- “I hate it when this happens”….. (open up)
- “This will be the funniest story you will hear today”
- “You might as well just set fire to your bank account”
- “Someone just asked me a silly question”
- Then he looked at me and said “I’d rather you punch me in the face”
- “This is the weirdest video you will see this week”
- “Rich people suck”
CONTENT INDICATOR
- Tells the prospect what is in the email
- Live at 9pm – “How to get more Leads”
- VIDEO – I shot this from my balcony while living the Lifestyle
- PIC – Would you like your inbox to look like this?
- BLUEPRINT – How to earn $3000/Day with no phone
- Re: Your Login Instructions
- “Want to drop into a Mastermind Leadership Call?” (Monday Call)
RELEVANCE
- Current Events – Time of Day
- “Are you still up?” – sent late at night
- “It doesn’t matter who gets elected, here’s why” – (election time)
- “How to make the New Year better than the last”
- “Newsweek Magazine is run by Morons, check this out”
- “Why you should NOT shop at Wal-Mart if you want to be rich”
LISTS CAN BE CAPTIVATING HEADLINES
- People love ‘top 10’ or ‘top 5’ etc
- “The top 5 screw-ups to avoid in a home business”
- “10 ways the wealthy think differently from average people”
- “If you asked me the one thing to do to become wealthy”
- “my favourite 3 methods of creating an avalanche of leads”
- “what do Donald Trump, Richard Branson & Bill Gates all have in common?”
Have a think about the types of subject lines YOU would open. Now obviously this are just examples and have to fit into your own niche or industry, but to know if your subject line is good, check out your open rate in your Autoresponder Software.
Don’t be afraid to be bold in your emails. You attract people to you by the way you are, your personality style and keeping things real and authentic.
Be creative! By increasing your open rates you will therefore increase your sales.
The Body of the Message in Your Emails
Your job in the body of your email message is to get your reader to take one single ACTION.
Your emails are not about presenting, explaining and convincing. It’s all about make one simple action very attractive to your subscriber.
The action can be one of many things.
Not every email has to be a sales email, you want to also give a lot of value to your subscribers but if you want to increase the sales in your business, you definitely need to cash in on your email marketing efforts and present an offer every few emails.
Your ‘call to actions’ could be several things:
- Click to a informative video or Facebook live
- Click to enroll in a webinar/webclass
- Click to buy a product
- Click to take advantage of a great discount or bonus
- Click to download a coupon
- Click to read your latest blog post
- Click to follow your social pages
- Click to sign up for an Event
- Click to leave you a review or testimonial (if they have purchased before)
- Click to sign up for your online course
- Click to join a challenge or competition etc
- Click to read more related posts on a certain topic you are discussing
- Click to download a freebie you are giving away
There are so many offers and that list does not exhaust them all.
When you are writing the message in your emails, think of the entire body is to do one thing, and that is to point your reader in the right direction.
Don’t add several links and confuse your reader (unless the link is the same) and make sure it is prominent. You need to actually TELL your reader what to do and be their guide.
People love stories, so if you can master this skill and tell stories throughout your emails then you will get avid fans excited to read your next email and have great open rates.
Stories grab people’s attention at an emotional level. Even if you are sending a straight pitch, deliver it wrapped up in some type of story or a personality driven message.
Information TELLS, Stories SELL!
You’re biggest mistake in your email marketing efforts is if you are NOT telling your reader what to do.
You HAVE to ask for the SALE!
A great presentation is nothing if you don’t CLOSE THE SALE. Having a clear CALL TO ACTION is imperative, I can’t say this enough.
Don’t assume people know what to do, be their guide and lead them in the right direction.
Structure of Content in Your Emails
Make your emails readable is very important and will help people to digest the content quicker and lead them to your call to action.
Here is a list of some great pointers to keep in mind when setting out your emails.
- Make your emails narrow, easy to read and not spread right across the page (see example below)
- Author James Patterson does this in his books, best sellers 260 million books sold (short chapters, short paragraphs)
- Sift through magazines, books, junk mail and infomercials for great subject line ideas
- Sentences in emails should only be around 10 words long (plus and minus) and paragraphs one to two lines then spaced
- Lot’s of ‘white space’
- Make your text at least 12-13 pts and easily readable
- Don’t be afraid to send out ultra short emails too
- Short emails can be good habits and get more open rates (1-2 punch in marketing)
- Using ……. dot, dot, dot, makes them want to read on
- Write like you talk, like you are having a face to face conversation with a friend
- Indentations, make it look interesting
- You have around 2-3 seconds to grab someone’s attention through the subject line, once they open you need attention getters in the email body to keep them reading right down to the call to action
- Avoid the ‘passive tense” – boring terms like ‘terms & conditions’, ‘contracts’ etc you want ‘active tense’, flip sentences around i.e: “You’ll get paid every Friday”, “More great content coming to you tomorrow” etc
Features vs Benefits when Promoting Your Product or Service in Your Emails
A FEATURE is something about you, your company, your product, your service, your opportunity you mgiht be promoting etc
A BENEFIT is something your prospect gets in return by using your company, product, service or opportunity.
Be in tune with peoples needs and desires. Most people are definitely thinking to themselves ‘What’s in it for me?”
A big downfall with many corporate websites and presentations is that many haven’t been created by someone with marketing experience because the main focus on on themselves being all features and no benefits to the consumer.
Customers are definitely interested in the benefits to them. They will justify their purchases through the features, but the benefits are what get their attention first, not the features.
EXAMPLES OF FEATURES
- “Our Company is debt free and operates in 150 Countries around the World”
- “We have a 200,000 square metre warehouse in Australia”
- “Our Multivitamin contains 14 different anti-oxidants”
- “We use a 128-bit encrypted shopping cart system”
EXAMPLES OF BENEFITS
- You can have people from all over the world paying you 24 hours a day”
- “You’ll always to able to get your products anytime you want them, no back-ordering required”
- “You’ll lose weight, feel great and look sexy”
- “You can safely place your order online instantly”
Always lead with the Benefits and substantiate with the Features
EXAMPLES:
- “Hey, you’ll never run out of product because we have a 200,00 square metre warehouse”
- “Hey, you can make money 24 hours a day around the clock because our company has an automated sales system that is making money on your behalf”
- Did you know, you can build up protection in your body much quicker because our multi-vitamin supplement contains 14 different anti-oxidants?”
What is Your Archetype?
If you had to characterize your description in 10 words, what would it be?
Who are you to your prospects and customers?
This is a great question to ask and the personality type that people will perceive once you put yourself out there online.
How do your want your subscribers to think of you when they read through your emails?
Are you?
- Mr Professional
- The busy working mum
- Mr Credibility
- The laid back surfer dude
- An ex-addict turned super hero
- The unpredictable anti-guru
- The rags to riches entrepreneur
- The super Dad
- Mrs Creative always full of new ideas
So you get the picture right?
The main thing is you have to be YOURSELF and keep true to who you really are. You cannot model yourself off someone else that you follow, you can never keep that persona up.
You can be the most powerful ‘you’ that exists, nobody else can ever be you!
Be proud of who you are and what you stand for, and show up in your subscribers inbox being that person.
Get Great Results by ‘legally’ stealing Hollywood’s Best Stories
Many people in business usually have some type of back story as to why they started their business or if you are coaching others, you’ll more than likely have your own story of why you started in that industry.
People love stories and to learn more about who you are throughout your email marketing campaigns. Let people know you back story, especially if you have gone from zero to hero.
In my case, after working hard for almost 30 years and being mortgage free by the age of 33, my ex husband and I lost literally everything after the recession in 2009 and were left with a broken marriage, 7 children and over $100,000 worth of debt.
Then after 8 years of struggle and many late nights and loads of learning, I took my new skills as a single mother and quit my job in 2017 to work from home full time. (absolutely true story and that’s just a short summary)
HERE ARE SOME EXAMPLES
- “hometown boy makes good”
- “us vs them” – ATO tax advantages etc, home business owners vs employers etc (we want to be in the ‘us’ group)
- “the underdog” – failure is not an option
- “the hero’s journey” – super hero movies, gift super talent, obstacles etc then win the day
- “reluctant hero” – amageddon movie
- “rags to riches”
Use the Bucket Brigade Effect which is an old school copywriting tactic to keep people reading sales letters, so that your readers will be drawn to read your entire email.
- Use hypnotic language that makes and impact
- Use Bold Type (but sparingly)
- Highlighting (but less is more)
- Writing in chunks
- Attention grabbers (i.e row of asterisks etc)
- Bullet points
- Embedded graphics
- Video thumbnail (click to watch)
Pictures and Videos are instant attention getters, also embed screenshots of social proof, reviews, testimonials etc
What is Your Authentic Voice?
- How you come across
- How easy are you to read?
- What is your emotional posture?
All of these factors above need to be authentically YOU.
It’s OK, to just be where and how you are, you’re mood, just be you because that is your emotional posture in that moment of writing the email.
You’ll never go wrong being yourself, as long as you are being the most powerful YOU. Remember that your audience are attracted to you for those reasons.
How You Come Across in Your Emails
Assumed Rapport i.e instead of saying “Hey it’s ……… “your full name” bla bla
Be friendly, and say something like “Hey it’s “first name” etc
Don’t feel like you have to be so formal, even talk about your day to day life and mention friends and family members etc
Don’t try to impress anyone or use jargon. Keep it simple and try to use everyday words without confusing your readers or newbies with technical industry terminology.
Just act like you are writing to a good friend.
Unsubscribers to Your Emails
Don’t let unsubscribers effect your mindset or prevent you from continuing with your email marketing efforts.
Actually its a statistic that the more emails your send out, the more unsubscribes you may get BUT the money money you can actually make.
Broadcasters vs Autoresponders
Use autoresponders as a foundation for your outgoing communication.
Autoresponders are when you have pre-written emails set to be triggered and be sent automatically (even while you sleep!)
Bear in mind though, that although our goal is to automate as much of our email marketing as we can, they are NOT a replacement for you showing up in your business with powerful communication.
Now this is where Broadcasting comes in.
Broadcasting is when you log into your Autoresponder Platform and write an email at a particular time that you might send out that day (and not automated)
Broadcast to your list every day if you are really serious about your email marketing efforts. If you can’t manage this, at least every alternate day or three times per week.
Write content that comes from the heart, things you are thinking, new creative ideas you want to share, current events, breaking news etc and don’t just rely on your generic pre-written emails.
The only way to get great at your writing skills is to practice, tweak and learn as you go.
When you send our broadcast emails regularly, you are putting yourself on the same level as most of the other top earners online and what they are doing daily. You will be elevating yourself on the same playing field as them.
Final Thoughts to Consider
- Generating traffic (people) online creates leads NOT sales. It’s the effective communication that eventually leads to the sale.
- If you have leads sitting in your Autoresponder then you’ve got potential money $$$ – You just have to go and communicate and cash in.
- There is massive value in being consistent with your email marketing over a long period of time. Not always by offering a lot of different types of things. Be consistent in what you are offering to that list, which is a great reason to build out multiple email lists for different offers.
- Focus on top of consistency is really the number one key and golden rule. You will 10x your Revenue just by focusing and not being all over the place.
- Build up a loyal following with your emails. Offer tons of value and give, give, give!
- Be focused in your message and people will love you for it and eventually do business with you.
Now after reading through all of this you might be feeling like wow! A little overwhelmed and realising there is actually so much involved in Email Marketing.
But like everything marketing, if you are going to do something well then do it right!
However, here at Digiton Media we specialise in Email Marketing and can set up everything for you to get you on your business to customer journey. Click below to get your FREE Proposal.
