How to Create Your Email Blueprint

Before the general contractor begins construction on a new home, he or she will do a thorough review of the blueprint with the  homeowner. 


Because not only is it important to know what the finished home will look like, it’s important to know how all the pieces fit together…like an attached or detached garage…basement or crawl space…one, two, three level or more, etc.  It’s also important to know what supplies will be needed and what it will cost.  It’s important to agree in advance with the homeowner on all of the critical elements of style and structure.

Similarly, you must have an e-mail blueprint.  You are, for all intents and purposes, the general contractor.  And your prospective customer is your new homeowner…the person who will be using what you hope to be constructing with them. 

Here are some things you’ll need for your e-mail blueprint: Continue reading

How to Cut the Fat From Your Email Content

I know you’ve heard it before…and you’ve seen it in your own e-mails…so much advertising and rhetoric about how good the product, service, or the producer is, you’re tired of reading before you get to the line…if there is one…about what it can do for you!  So you click out of the e-mail before you take any kind of action and both you and the writer lose.

When you’re sending e-mails to anyone else, who are you writing for?

The reader, right?  Yes, you have a purpose.  Not one, however, that you want hidden in verbosity — too wordy!

What is it that you want to do for them? Continue reading

The Secrets of Email Competencies

Yes, it’s true.  If you want your e-mails to be read, you must be a competent communicator.  

 Being a competent communicator doesn’t mean being wordy, or that you need a lot of technical expertise.  What it does mean is that the message that’s received is, in fact, the message you wanted to send. 

I want to share with you some of the secrets I’ve discovered in getting my e-mails opened, read, and acted on.

Learn these secrets.  Use them.  Watch what happens. Continue reading

Why You Begin at the End When Creating an Email

Knowing what you want to accomplish before you begin your e-mail will save you time and effort.  If your e-mail message is intended to persuade your audience to buy something, have you identified why they would want to buy it? 

Have you identified a problem?  Have you recreated it vividly in language and tone your audience can identify with?  “Like most adoptive pet owners, are you struggling with the cost of veterinary bills for things you know you should do for your pet, like getting them an identity chip, vaccinations, flea and tick protection, etc?  Are you afraid that if you fail to take immediate action your pet…and perhaps even members of your family…could be subject to disease…or you could lose your pet permanently?”  Continue reading

“Thou Shall Not” Email Marketing Tablet

What do you want to accomplish when you’re sending an e-mail? 

 When the reader sees your name and the subject line of the e-mail, will they immediately want to open your e-mail to see what you’ve sent?

Have you created, from your past relationship, an excitement, an anticipation…a perceived certainty that whatever you’ve sent…whether it’s an offer they choose to accept or decline…that the e-mail itself will add value the moment it’s received? Continue reading

Email Marketing Magic

What is the one thing the majority of us all share to some extent?

Don’t we all believe in magic?  Some more than others, and all of us more or less, depending on our mood, the weather, our circumstances…and most of all…our perception of the magician’s skill.

What is it that makes us believe in magic?  What is it that makes us think…even for a moment…that the magician really can pull a live rabbit out of an empty hat? Continue reading

Etiquette for the Unlimited Access of Email Marketing

Respectful, courteous and trustworthy are the three words that first come to mind when I think of business etiquette. 

When you have earned the privilege of obtaining the e-mail address of a prospect, you have unlimited access to them…until they tell you otherwise.  You can choose what to send in your e-mails,  you can choose the time of day to send it, and…you can choose how often you’re going to send throughout the day.

Having unlimited access… is it a privilege…or a curse?    You know how important other people consider their time to be…including the time they may spend reading your e-mails.  So how do you decide what content to send when? Continue reading

Piercing the Veil of Lost Opportunity in Email Marketing

One of the predominant strategies in marketing today is e-mail marketing. 

Why?  Very simply, it’s cheaper, easier, and can be more effective than many other types of marketing, particularly for the small business owner or entrepreneur.   I will, of course, throw in the caveat that  e-mail marketing is only one prong of any major marketing campaign, and how effective it is depends on how well it is done. 

The very first point to consider  is that your prospects and customers must be getting information that they look forward to receiving…something of value.

In the myriad of daily e-mails received by consumers, what captures their attention, entices them to open the e-mail, and then read it?  How do you build customer loyalty and establish the bond that ensures they’ll bring you repeat business… again and again?  How do you prevent “unsubscribing” and spam complaints?  How do you get more subscribers and increase sales? Continue reading

It’s Not Just About Selling…is it?

When you came to Internet marketing, I’ll lay odds that you didn’t come strictly to …sell. 

I believe very few people are called into this world strictly to…sell. 

That is, in the hard core… “She could sell ice cubes to Eskimos”… sense.    Salespeople who really don’t care about the product…only their ability to manipulate others into doing their bidding…feeling the power of total control.

Most of us, instead, begin with a passion to have others experience something wonderful we have discovered or created.  You want to share.  It’s our nature.  And what better place than the Internet?

So why do so many hesitate to share…to offer goods or services to others?

In large part, because you perceive it as selling.  The perception many people have of selling  is that it requires an aggressive personality and the absolute ability to influence others into buying a product…whether they need..or  Many equate selling with the used car sales lot…with that pesky salesman who somehow pushed you into buying a car that wasn’t really what you wanted years ago. Continue reading