How to Write Email – How to Dominate with Email Marketing

How to Write Email, the Process?

Email marketing is a process, there are a number of steps that go into creating email and understanding this process can really help you increase your conversions.

Before you write email must have an end goal in mind, a goal such as;

• get them to opt-in, or
• purchase a product.

But, that’s the end goal, we need to start with our starting goal (obviously). Our starting goal is to get them to read our email subject line and then open the email.

Email Subject line

The email subject line and the name of the person who sent the email are the first things the person sees when your email hits their inbox and right then and there, in less than one second, they are going to make the crucial decision as to whether they are going to open the email, delete it or mark it as spam.

• For this scenario lets presume our goal is to have them opt-in to our news letter.
• Take action, open the email.

Goal 1: Read Subject Line and Open Email

Getting them to read the subject line is the first major hurdle we need to conquer, after all, we don’t want them to delete the email and we certainly don’t what to ruin our white list status by having them mark it as spam. We want them to read the subject line and open the email. So that’s our first goal, get the recipient to read the subject line and open the email.

Goal 2: Read Email Body Content and Click the Link

• Take action, click the link.

With the email open we now need them to read the email body content and click the link provided. This means the email content has to be compelling. It has to be persuasive. It must give then a really good reason to click on the link and go to your web site.

Throughout this process, remember, the email recipient (the prospect) has one thing in mind, “what’s in it for me?”. If you can really understand that fact, i.e., you have to give them something they want, then your conversion rates will improve dramatically.

Goal 3: Read Website Body Content and Opt-in

• Take action, opt-in.

Once on the web site, the web page or squeeze page, must once again, provide compelling, persuasive body content. The content on this page must be compelling enough for them to want to give you their name and email address. With 80% of emails being spam these days, they will only part with this information if they trust you.

If the goal was to make a sale your content must be even more persuasive because now you’re not only asking for their name and email address, you’re also asking for money (online payment via PayPal recommended) and possibly even their credit card details. They must really, really trust you to part with that kind of information.

The Chain Effect

Think of this process as a chain with each step in the process being a link in the chain. It’s very important to realise that if at any point the process breaks down its like a link in the chain breaking. If the chain breaks, then you’ve lost the opt-in, you’ve lost your sales.

This is where process analysis steps in. You must always be testing each of the stages in the process, always looking to improve conversions. For example;

• If you get a poor email open rate you know the email subject line needs improving. The subject line isn’t compelling enough.
• If you get a good open rate but the click through rate is poor, then you know the email subject line is working but the email content needs rewriting.
• If you get a good click through rate from the email and they land on your web site opt-in or squeeze page but you get no opt-ins or sales then you know your email subject line and content are working but your web site content needs rewriting to improve conversions.

How to Write a Good Subject line

What do you think of the following subject lines:

• Your greatest opportunity this year!
• Make millions online!
• Only 100 places left, don’t miss this!
• Check this out, it’s fantastic!

What do you do when you receive such emails? I put them straight in the trash or mark them as spam. If that’s the scenario most of us experience what makes anyone think those types of subject lines will make conversions?

Those types of subject lines may have worked in the past, but with all the hype we see in modern times people have become much more discerning and wary. Those subject lines don’t work any more, nobody cares about hype, so hype will not get anyone to open your emails.

• Hype = rip-off, scam!

So, what will get your emails better open rates? You’re looking for a statement which presses all the recipients buttons (as it were), something which will motivate them. To that end, the best type of subject line is either a question or a statement of fact.

Direct, Straight to the Point, Open Questions

The objective of direct, straight to the point, open questions is to create an uncertainty, a doubt, a curiosity in the mind of the recipient and spur that person to take action. For example (presuming the recipients name is John):

• Don’t you hate this John?

This prompts the recipient to think, “hate what?” and open the email to see what you’re referring too.

• What’s wrong with your business John?

This prompt the recipient to think, “Is there something wrong with my business, what’s the problem?” and once again read the email.

• Would you like a quality, yet cheap holiday John?

Who doesn’t what a nice holiday that doesn’t cost the earth?

Remember, your subject line must grab their attention. It must stop them from just skimming past and simply clicking the delete button.

Direct, Straight to the Point, Statements of Facts

The objective of direct, straight to the point, statements of facts is to create longing in the mind of the recipient and again, spur that person to take action. For example:

• This is what’s wrong with your business John!
• He’s how to get 20 new leads each day!
• These numbers don’t lie John.
• Get ranked on page one of Google.
• Here’s how to dominate your niche quickly.

Important: Never put anything in either your subject lines or content that is either a lie or could be interpreted as a lie. Nobody likes to be lied to, keep it honest, keep it value based. So, don’t over hype things and don’t make false statements. It really doesn’t pay in the long run. Lie and your emails will not be read and may even be marked as spam, so potentially ruining your white list status.

How to Write Good Email Content

The first thing to consider when writing email content is:

• Who is your audience?

Who your audience is, will determine your writing style and content type. Without wishing to be classed as sexist or ageist, it’s quite obvious that, in general, the content and writing style aimed at a seven year old, female child will be quite different to a that of a male, 45 year old motor bike enthusiast. I would expect one to be more interested in Barbie Dolls than Harley Davidsons, though I could be wrong.

• What are their problems?

Why are entrepreneurs successful? They solve problems. So if you can determine what your readers problems are and then offer a solutions to those problems you can make a lot of money. So always be on the lookout for problems with marketable solutions.

• How is your product or service going to help them?
• What value will your product or service supply?

You might have an ebook detailing how to repair cars or a solution to a health problem or the solution to one of a million other things. It really doesn’t what help you can provide if the recipient doesn’t understand how it can help them and how your product can add value to their lives. You must point out the benefits of your product to them and not just provide a product specification.

Formulas for Persuasion

• Identify the problem.

What problems are you trying to solve for those on your email list? This could be anything; no leads, too few sales, lack of proper training, no hair, not enough money (do we ever have enough).

• Identify the solution.

What solution or benefit will you supply them. Can you show then how to get leads and increase sales. Do you have an info product to teach them what they need to know?

• Factual Proof.

What factual proof can you supply? How can you demonstrate that your solution works and will work for them? This could be white papers or testimonials from satisfied customers. This is a very powerful method of persuasion.

• Guarantee.

The objective here is to make them happy to pay. You don’t want them feeling stressed at this point. Make your offer risk free by providing a 14 day risk free trial or a 30 day 100% money back guarantee for example. Always focus on value, above and beyond what they would normally expect.

• The fear of loss.

To stop dithering and get people to take action you must appeal to their fear of loss. If they don’t grab the offer now they will lose the opportunity, possibly forever. So the offer must be limited in some way. This could be by quantity, time or freebies. For example it might be limited to the next 100 people or available for the next 48 hours only or the first 50 subscribers get a free training video. Finally, it could be a one time only offer.

Email Template

The following is just a quick email template to guide you through the process of producing emails which grab your readers attention and makes them want to take positive action.

• Notice the unsubscribe link! This is important, don’t hide this. By showing them how to unsubscribe you are building trust and making the statement, I know this product/service/offer is so good you will not want to leave.

Subject Line
Direct, straight to the point, open questions or statements of facts (min: 4-6 words, max: 50 chars.)
Email Body Content
Problem: What is the problem you are going to solve for them?
Solution: Outline the unique solution and/or benefit to them.
Proof: If possible supply proof that your solution will work for them.
Risk free offer: How can you guarantee the offer?
Fear of loss: When will the offer end?
Call to action: Enter your link.
Your signature.
Unsubscribe link (very important, don’t hide this).

How to Write Email – How to Dominate with Email Marketing Conclusion

Should you require more information on email  marketing services (autoresponders), then you will find my article, Top Recommended Email Marketing Service Providers useful.

Well, I hope you found something useful and enjoyed this article, How to Write Email – How to Dominate with Email Marketing.