The Email Spy Who Discovered the Hidden Key to Conversions

For the geek sleuth that hides in many successful Internet businessmen, discovering the hidden key to higher conversions is akin to finding the hidden treasure of Atlantis.   Or, better yet, saving the world from certain annihilation by demonic forces determined to separate us from our net worth.

The hidden key to higher email conversions, which you, as the great spy you are,  will surely discover, was never all that hidden.  You just had to look a little harder to find it.

 And…what exactly is that key?  It’s keywords.  Finding the exact words that your prospects or customers would use to search for a product or a service you offer puts you on their wave length.  Speak their language, feel their pain, and describe the solution in their terms, then embed the link into the right keyword in your email, and voila, conversion from link-checker to paying customer. Continue reading

Expand Data Explode Potential in Email Marketing

Have you developed, or had someone in your organization develop, a large data base containing prospect and customer history?

If so, are you using it to its full potential? 

Your database can be a gold mine, if you don’t mind doing a little digging.  Unfortunately, there are a lot of companies that are sitting on just such a gold mine and don’t know it.  If your organization has a database with customer information like age, gender,and  buying habits… including shopping cart abandonment, types of products researched, types of products purchased…just to mention a few…this information may be nuggets of pure gold to be polished and used. Continue reading

Making the Irresistible Offer in Email Marketing

E-mail marketing doesn’t mean just sending one e-mail after another touting your wares, telling the person who has subscribed to your e-mail how great your product is, and how it would benefit them.

If you really want to build brand loyalty and get a higher rate of return, you need the irresistible offer.

Marketing experts have crafted the irresistible offer for various companies for many years, and Mark Joyner has, I believe, captured the elements most succinctly in his book The Irresistible Offer.

The irresistible offer is the one that:

  • Gives the customer exactly what they want… the best value available…not available elsewhere
  • Tells the customer in a short, sharp, simple message what’s in it for them; why they should trust you and why they’d be crazy to not to buy it
  • Is totally believable. Continue reading

The Choicest Menu for Email Marketing

Someone is currently visiting your website, or your brick and mortar store.  As they browse, they stop in a certain spot.  They linger.  They are interested in what they see.  How do you keep them from moving on…or out? 

At your website, or at your store, you can offer specific choices.  With too much to choose from, it can be overwhelming.  With too little, prospects and customers feel dissatisfied.  Creating the choicest menu for individual tastes allows you to offer possibilities within a narrower range.  This provides options that are manageable and enjoyable.

The easiest way to gather information and start building relationship is when you’re creating that first impression.  When someone comes into your store for the first time, or when they visit your website and decide to sign up on your e-mail subscription list, this is the perfect time to ask them their preferences.

When you’re gathering their e-mail information, with a simple menu style, let users opt in for what they would like to receive.  Include options for: Continue reading

Relationship, Relationship, Relationship Key In Email Marketing

In real estate, it’s location, location, location.  In e-mail marketing it’s relationship, relationship, relationship.

If you’re helping your company design an e-mail campaign, one of the primary questions to ask the marketing group is, “What do you want to come of this?  What is our ultimate goal?”  When the final discussion closes, what you want to hear is … building relationship.

Like all things on the internet, e-mail marketing has evolved.  More people understand the value of having a direct, interactive connection with their marketplace through e-mails. 

You may be thinking why, then, do companies…and individuals…continue to use a broad-brush stroke approach to their e-mail design?  Why are so many e-mails sent that have no connection to the person receiving it? 

Is it because they don’t understand the meaning…and value…of relationship? Continue reading

How to Set Up Scanning In Your Email Message

In today’s busy, information-overloaded world, few people actually read e-mail message content word by word. 

Instead,  when you send someone an e-mail, the first thing they’re likely to do is look at the content highlights…bullet points, deadlines, and links for areas that interest them. 

What today’s readers want is scannable text.  It is visually-distinguished content that allows the reader to move through the information quickly, orient themselves, and determine if there is information that is important to them in the moment

Once they’ve determined the information is relevant and timely for them, they will spend a few more minutes scanning for specific areas of interest.

 If the information shared contains too many highlights; the highlights are not connected, or the copy contains unfamiliar terms or concepts, the reader’s attention is distracted; and they will experience mental tension.   Mental tension creates turmoil that can result in:

  • discarding the entire e-mail
  • losing interest in the primary topic
  • losing focus on the primary objective of your e-mail Continue reading

How to Build a Permission-Based Email List

To share information with your prospects and customers through e-mail, you’ll need an e-mail list.

That may sound a bit simplistic, but as anyone new to Internet marketing will tell you, it’s not the easiest thing on their “to do” list.

As an internet marketer, you may have found or created a great product or service.  You may have a super website that does an awesome job of describing what you have to offer.  You may have accumulated information that you really believe would be helpful to your prospects or customers.

What you need, however, is an e-mail list.

Here are some suggestions on how to build your list:  Continue reading

How to Let ‘You’ Shine Through in Email Marketing

Is your e-mail a conversation…is it memorable…does it engage your prospects and customers and help them understand what’s different and especially valuable to them about your company?

When you’re having a conversation with a friend, there’s usually an exchange.  You listen, and you each talk when you have something new to add. 

E-mails are marketing conversations.  And your customers will be your friends…if you’re willing to put  a little effort into building the relationship.   I like what Seth Godin says about this strategy: ” …a crazy alternative that seems to work: do the most you can do instead of the least.   Radically over-deliver.  Turns out that this is a cheap and effective marketing technique.”

E-mail marketing is a valuable and relatively new method of connecting with customers.  E-mails are a marketing marvel when the connection is a two-way switch, where information is exchanged, and the goal is to lead prospects and customers to their own personal discoveries of how your product brings them value. Continue reading

Avoid Mixed Messages in Email Strategy

Whoever knows he is deep, strives for clarity, whoever would like to appear deep to the crowd, strives for obscurity.  For the crowd considers anything deep if only it cannot see to the bottom; the crowd is so timid and afraid of going into the water.” Friedrich Nietzsche

To connect to those who open and read your e-mails, avoid strategies that might obscure your intentions.  Before you start your e-mail content, give careful consideration to how your readers might perceive your message. 

Why are you sending them a message?  What do you want them to do when they get it?  Are you asking them to help you achieve your objectives? 

Your prospects and customers need to know why you’re sending the e-mail and what you’re asking them to do.  It helps them to know what your expectations are if  the message is clear.  Continue reading

Share Some Megawatt Love With Your Email Clients

It’s getting really close to Valentine’s Day, and a great time to share some love. 

Whether you’re just starting to build a relationship with a new customer or prospect, or with a customer that’s been with you for a long time, Valentine’s Day is a wonderful opportunity to add value to the relationship.

I’m not talking about long-stem roses, diamonds, pets or cars…although your significant other might consider that a “value-add” to your relationship.

I’m suggesting that it might be a really good time to send  a message that’s just…pure…”love.”  Continue reading