Jump to content

.London Domains - £4
Photo

Trash-proof emails in 5 easy steps


  • Please log in to reply
7 replies to this topic

#1 Notbanksys Copy Shoppe

Notbanksys Copy Shoppe
  • Global Mod
  • Word Nerd
  • 1,186 posts

Posted 22 July 2014 - 21:17

Emails huh? I bet you send dozens of these in a day, and rarely think twice about what you're writing. Let alone proof read before you click send. Am I right?

 

Well, that's not always a terrible thing. I do it myself (actually, I always proof-read before sending). But when you're approaching people you want to do business with - in other words engaging in email marketing - you need to pull your socks up.

 

Because everything you think you know about email marketing is probably harming your sales.

I'm not saying you'll get no takers. I'm saying that if you do it my way, you'll get lots more.

 

So I'll get straight to the point(s):

 

Fancy layouts and graphics turn prospects off

WHAT? You mean all those table layouts you spent hours putting together so your cake shop email campaign looked like you were sending actual cakes in the email - wasted? Afraid so, bucko.

 

There's a balance to be had here. It's OK to use a company header and email footer. Kind of like when you're sending a letter. But don't go overboard. The more your marketing email resembles a regular (non-marketing) email, the more effective it will be (with the right copy).

 

Include your company logo at the top if you want to. But don't make your email look like a web page.

 

Email is NOT a web page

Consider this. Your company is Jake's Cakes, and you've got a bit of copy which reads:

"the cheapest and best cakes in Scunthorpe and Lincolnshire established since 2013 passionately baked by experts"

 

Shoulda hired a copywriter, I know. But here's the thing. Reading that copy on a web page, and receiving it in an email are two separate things. Getting it in an email is going to damage my opinion of you much more than seeing it on your website. Why? Because email is a direct medium. You're talking to me alone so you better not be chatting shit, yo.

 

Email is a brilliant medium for marketing because it feels like normal, natural communication. We send email to people we know.

 

So if you email your worst corporate jargon-filled claptrap to your mailing list, you can kiss your sales goodbye.

 

Be personal

In other words, have a conversation. One that you could conceivably have in real life. Don't be afraid to address specific concerns or attitudes your recipient may have.

 

E.g.

"Do you love cake a bit too much? Can't get into that favourite suit any more? Wish you could have your cake and eat it? Now you can! With 30 days trial gym membership FREE when you spend £15 or more at Jake's Cakes .com"

 

It's my name; don't wear it out

Under no circumstances should you EVER address an email to 'dear customer'. If you don't know the name of the person you should direct emails to, look it up. Phone the company and ask if you have to. Dear customer is another way of saying 'I don't value your business enough to know your name' - no-one is going to buy from you.

 

Similarly, ALWAYS sign off with your own name, or the name of your marketing manager/ whoever. But never from 'the Jake's Cakes team'. Why? Because email is personal. Marketing emails work because they imitate a trustworthy communication format. Deviate from it, and you'll alienate potential customers.

 

Ask for their business

Selling is hard. For most of us, anyway. So the temptation to water down the fact that you're sending a marketing email can be strong.

 

But actually, if you follow the first four steps in this article, being up front about your intentions shouldn't cost you any sales. And your call to action doesn't have to sit right at the bottom either. Sometimes it's appropriate to include 2 or 3, depending on the length of the email, and the product for sale.

 

But for the sake of Jake's Cakes, you could suffice with one. Just before you sign off:

Claim your 30 day gym membership now at jakescakes.com

Sincerely with a cherry on top,

Jake

 

Follow these steps the next time you send an email to your list, and I guarantee you'll see a spike in conversions.

 

But if you prefer to leave these things to an expert, drop me a line at anthony [at] vividcopy.co.uk


  • 2

Git up offa that thang: Copy Clinic #7: Write copy like a sex machine
 

The Brand New Copy Shoppe is now open for business!

 

Bounce rate higher than a kangaroo's trampoline party? Email me at tony [at] copyshoppe.co.uk

 


#2 MikeChipshop

MikeChipshop
  • Overlord
  • Mini Member
  • 4,693 posts

Posted 22 July 2014 - 21:31

Thank god, no more complicated HTML emails... yaaay!


  • 0

#3 danners2003

danners2003
  • Member
  • Standard Member
  • 427 posts

Posted 22 July 2014 - 22:34

Nice write up Anthony. Thanks mate.


  • 0

#4 Gibson

Gibson
  • Hefty Member
  • Flogging Gibbo
  • 1,814 posts

Posted 22 July 2014 - 23:15

Great and useful writeup mate, much appreciated. And bookmarked.

 

One question though:

 

Where do we put the hidden link to the cut price Viagra? At the beginning or at the end?


  • 0

#5 MikeChipshop

MikeChipshop
  • Overlord
  • Mini Member
  • 4,693 posts

Posted 23 July 2014 - 06:05

Where do we put the hidden link to the cut price Viagra? At the beginning or at the end?


In s PM to me... Nuff said ;)
  • 0

#6 Notbanksys Copy Shoppe

Notbanksys Copy Shoppe
  • Global Mod
  • Word Nerd
  • 1,186 posts

Posted 23 July 2014 - 17:52

Thank god, no more complicated HTML emails... yaaay!

You betcha! Take the rest of the day off and have a.... er...

 

 

Where do we put the hidden link to the cut price Viagra? At the beginning or at the end?

 

In a PM to me... Nuff said ;)

 

....I'll just send you a PM instead ;)

 

 

Nice write up Anthony. Thanks mate.

 

Great and useful writeup mate, much appreciated. And bookmarked.

It's a pleasure, gentlemen.


  • 0

Git up offa that thang: Copy Clinic #7: Write copy like a sex machine
 

The Brand New Copy Shoppe is now open for business!

 

Bounce rate higher than a kangaroo's trampoline party? Email me at tony [at] copyshoppe.co.uk

 


#7 Scott

Scott
  • Global Mod
  • Table-Master
  • 1,257 posts

Posted 23 July 2014 - 18:51

Not bad for a hippy.... :P


  • 0

#8 lakey

lakey
  • Supporter
  • Standard Member
  • 267 posts

Posted 24 July 2014 - 06:20

Thanks for this !b, I'll give it a go!


  • 0




0 user(s) are reading this topic

0 members, 0 guests, 0 anonymous users