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News 2009-08-20 10 Tips for effective email sales letters 1. Write your objective - Before you write your sales letter, write down your marketing objective. Is it to generateinquiries about your products? Is it to attract subscribers to your ezine? Is it tofind a joint venture partner? Having an objective will help you focus your copy.
2. Make a list of your product's benefits - How will it improve your prospect's life? How will it save them money or time? How
will it make them more productive?
Use the top three or four benefits in
your email. Be specific and tone down the
hype.
3. Spend time creating effective subject lines - Don't rush through this task. A subject line is the equivalent of a print
headline. If it doesn't catch their attention right away, a reader won't bother opening the message. Avoid writing cute puns or
play-on-words. Make your subject line sound valuable to your prospect. For
example: "Five ways to increase web
traffic." Using this how to approach is one of the most powerful tactics in advertising. People
are always hungry for info on how to increase sales, save time or increase productivity. Another
effective technique is to ask
a question: e.g. "Need more web traffic?"
4. Select your words carefully - With the increasing
use of anti-spam software, even legitimate "opt-in" emails often get blocked. You
need to choose words that
prevent your email from being filtered out. Never use the word "free"
in a subject line. Visit: www.spamassassin.org
for a list of words to avoid.
5. Use a casual tone - Nothing turns off a reader faster than stiff, formal language. You're not writing a college essay. Write your email as if you were writing to a friend.
6. Use short sentences - They're easier to read and sound more
conversational than long sentences. Keep your sentences crisp and snappy. And use short words rather than long.
7. Use bullets to highlight benefits
- People tend to
scan email rather than read every word. Bullet points make it easy for a reader to quickly catch key information on your product or service. 8. Use
testimonials -
Nothing builds confidence
more quickly than
comments from
satisfied customers. Collecttestimonials
whenever you can. Include first
and last names. Comments that use initials,
like "J.Smith", aren't credible
9. Hyperlinks should be specific -When you insert a link into your email, make sure it takes the prospect to the specific info you referred to in your letter. Don't just link to your homepage and expect the prospect to search for your offer. Your response rate will drop significantly.
10. Offer an
incentive to get the prospect to take action now -
It's not enough to publicise your product, you want the prospect to
take action. At the end of your email, tell the prospect what
they should do next. Sign up for your newsletter. Visit your website. Download an ebook. by David Coyne, he is a B2B copywriter and marketing communications specialist. For more information visit: www.b2bcopywriter.net |
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