Definition: Marketing via e-mail, usually through the use of sales letters or
customer newsletters
When e-mail marketing first became popular, it was seen as the
ultimate marketing tool--inexpensive, instantaneous and 100 percent
measurable. Click-through rates were the only numbers that
mattered, and people were willing to open--and read--just about
every e-mail they received.
Nowadays, most of the talk is about spam, how e-mail marketing
can hurt your business, and why click-through rates are a fraction
of what they used to be. Yet there are still companies that,
despite all the pitfalls, manage to generate high profits every
year using e-mail marketing.
That's because e-mail marketing is still a very effective and
efficient way to get the word out to your prospects. Mailings to
opt-in lists yield higher results than direct mail--and at a lower
cost. Everyone's looking for that magic formula--the perfect
message that will electrify opt-in campaigns. But the proliferation
of e-mail makes it tough to stand out. Here are eight tips for
writing e-mails that produce top results:
1. Choose a great subject line. Steer clear of misleading
or mysterious subject lines. Nothing screams spam louder than "How
are you?" An effective subject line includes a benefit and relates
directly to your offer, such as "Save 60 percent on tape
stock."
2. Have a solid hook. The first few sentences contain
your hook and are the most critical part of your e-mail. The hook
is the central message of your mailing. It should be clear and
intriguing. Be sure it focuses on what they'll get, not on what you
offer.
3. Tell them what to do. Your e-mail should have two or
three paragraphs-no more. Total length should be less than 250
words. The body should support your hook using benefits, then close
with a call to action. Tell readers what you want them to do and
include hyperlinks such as "Click here to register."
4. Use clear, direct language. A well-written message
uses the active voice and has short, concise sentences. This is
crucial because as many as half of your recipients will read just
the first few sentences before deciding to continue. If writing
isn't your strong suit, consider hiring an e-mail copywriter.
5. Focus on your offer. Your e-mail should have one
subject and one subject only. Resist the temptation to make
multiple offers, which may confuse your recipients and dilute your
message.
6. Don't drop the ball. Some e-mail marketing messages
fall short because they fail to include all the information
customers need. Be sure to include vital data, such as pricing and
deadlines. It's unreasonable to expect customers to visit your site
to get the information they need to evaluate your e-mail offer.
7. Include a P.S. While a postscript isn't mandatory, it
grabs attention. Often, recipients will read the subject line and
the hook, scan key elements and go directly to the P.S. It should
restate your hook and highlight your offer. After the P.S., give
recipients a way to unsubscribe from your list. This is generally
the last link at the bottom of the e-mail.
8. Make it readable. Even the best copy can't sell if
your e-mail looks too dense. Keep paragraphs to three or four lines
and double-spaced. Use bullets or stars to emphasize key points,
but avoid text in all caps or multiple exclamation points. Set text
width at 68 characters or less per line so it displays correctly in
e-mail applications. Also, avoid breaking or wrapping URLs into two
lines--it may cause technical problems. By eliminating these
barriers, it'll be easy for customers to take advantage of your
offer and dramatically boost your results.