| Email has resulted in a revolution in
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| | behaviors.
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| marketing-an explosion in messaging.
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| | 5. Don't sell. Advise, advise, advise.
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| For some it is a god-send, a technology
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| | Offer value-added problem solving
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| and a method that allows people to sell
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| | information, advice, tools and help. Use
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| products and services quickly and
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| | email to get people to use your email as
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| effectively.
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| | a reason to call you or visit your web
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| For others, it's a doomsday machine, a
| |
| | site. Offer people more of what they like
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| spam filled mailbox filled with angry
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| | to build and your personal relationship
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| mail from people who will never again be
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| | and their satisfaction and your personal
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| customers.
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| | connection with your customer.
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| Website Conversion Expert Dan Lok says
| |
| | 6. Create a single, clear and benefit
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| you have to learn several special
| |
| | laden call for action. Focus on getting
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| techniques before you can truly leverage
| |
| | people to take one action. Don't offer
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| and make maximum use email -- the
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| | more than one action. Identify the action
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| Internet's wonderchild.
| |
| | clearly and persuasively and track the
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| Here are some of the Dan's most important
| |
| | results. Get them to click and go to a
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| keys to successful email marketing
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| | relevant landing page to net them to take
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| campaigns:
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| | further action.
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| 1. Get Permission. Use web page sign up
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| | 7. Create a life-cycle campaign. Design a
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| forms or post card return cards, but get
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| | program that results in you sending out
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| permission in a valid way. Create and
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| | four to six messages over a six to eight
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| offer incentives for people to sign up
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| | week period. These recurring campaigns
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| online to receive value-added
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| | can be created in advance and operated in
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| information.
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| | a totally automated fashion.
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| 2. Target carefully and make it relevant.
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| | 8. Use triggered email. Design and set up
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| Send only relevant email to opt-in
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| | automated email campaigns so that when
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| subscribers. Develop and give people what
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| | clients order product or sign up for
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| they wanted and what you promised. Don't
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| | items or request information online, that
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| send email that is outside the scope of
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| | a suite of email messages are then sent
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| what was promised to people who opted in.
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| | to them periodically automatically.
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| Target and segment your subscriber base
| |
| | 9. Use email to get them to Click! Keep
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| and tailor your messages to specific
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| | the email short - no more than 3 or 4
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| demographic characteristics.
| |
| | pages. Relate first paragraph to subject
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| 3. Your Subject Line is Critical. Don't
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| | line. Drive people to a web page and then
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| make it look or sound like spam. The
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| | close the sale, don't try to close the
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| purpose of the subject line is NOT to
| |
| | sale with an email. Don't mention price
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| sell, but just to get people to open the
| |
| | or cost in email. The purpose of the
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| email, that's it! Be careful of the words
| |
| | email is to PRE-SELL, not to sell. Again,
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| you select. Check your email against a
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| | it's to get them CLICK, then go to your
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| spam checker to see that it doesn't
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| | web page. Then you can do the selling
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| contain words that will automatically
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| | there.
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| result in deletion.
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| | 10. Comply with CAN-SPAM Act
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| 4. Use your personality. Talk in the
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| | requirements. Send from a valid address.
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| first person. Develop your persona as a
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| | Respect all remove requests promptly.
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| friend or as an expert. Define your
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| | Never send a second email to someone who
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| persona based on your customers' needs
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| | has requested removal.
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| and desires and based on professional
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| |
|
