How many times have you said, read, or heard “if you want to make money, you have to have a list”? Probably a lot, right? This is because it’s common knowledge that most sales are the result of successful email marketing.
So why is opt-in email marketing such a boon for your business? Why is it so important that people often insist that, without it, your business is doomed to fail?
When your email is composed and structured well, it feels like a personal communication between you and your potential buyer. Buyers enjoy feeling like they have a personal connection to a seller. It builds trust and loyalty. While this connection can be forged through social media, it is through the email that it is truly cemented.
Okay, that’s not entirely true: It takes work to construct a good email that will get the results you want. Still, it is a simple method of sending out a personalised (feeling) message to a large number of people. If you structure it right, a single message will feel like a personally crafted email to each person who receives it. You’re essentially writing hundreds of emails all at once.
The ROI is huge
In this case, the investment is your time. You can spend a couple of hours coming up with and sending out an email to your list and then enjoy days of increased sales activity for your business. For a little bit of effort, you get a ton of return.
So how do you do it? How do you make email-marketing work the way everybody says it works? What do you do to ensure that you get the results all of those other entrepreneurs brag about?
1. A good subject line
Your subject line must be spelled correctly and grammatically correct. Subbing in numbers or other characters for letters makes you look like a spammer. It also helps to think of your subject line as the “headline” for your email.
2. Personalise the greeting
Use an email server that will insert the recipient’s first name into your email’s greeting. Yes, the recipient will know that a code made it happen. Still, you’re more likely to get a sale from something that says “Hi Chris!” than “Hello there!”
3. Give more than you take
If all you do is sell, you’ll just wear out your list. This is where most marketers fail. This means that you should send out more messages that are filled with helpful (and hopefully entertaining) information than those that are designed to promote a specific product or service. You can always include a quick “Hey, I’m selling this thing you might like” in your signature but the body of the message should focus on “I saw this and thought you’d find it helpful” or “This made me laugh really hard, so I wanted to share it with you.”
A good rule of thumb is at least 4:1. Four informative emails for every sales-oriented email you send out.
4. Editing is important
Make sure that your emails are spelled correctly and that the grammar within them is correct. Never send out your first draft. Have at least three people read over the email so that you can catch mistakes before the mail goes out.
5. Conversational tones matter
The email should feel like an email to a friend, not an article. Using the second person in your writing will help with this. If you want to send out more articles than personal feeling messages, set up your email list as a newsletter.
Think about it. Which email are you more likely to respond to: something that feels like it was written to you by a friend or something that is overly structured and reads like a form letter?
It takes time to perfect the art of email marketing but the work is well worth it. You might have doubts now but your bank account will erase those later.
About the author: Erin Steiner is a freelance writer, blogger and video-blogger.