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How to Create High-Impact Emails
May 2006
by Ann Barr
Postal rates in the U.S. have increased – again.
Now there are more reasons than ever to use Email marketing.
In a recent study conducted by ChoiceStream, 80% of
consumers said they were interested in receiving Emails with
personalized content.
In an age where over 62% of Email is spam (source: BrightMail),
speaking to each customer in a relevant and personalized manner has
never been more important.
Which Consumer Should You Appeal to?
There is an interesting technique used to improve readability of
text and to keep the reader moving through the Email as well as to
sell the person who skims and does not read the copy no matter how
short it is.
That technique is called a double readership path. It is based on
the idea that there are two extremes of consumer behavior:
(1.) The impulsive buyer and
(2.) The analytical buyer.
The impulsive buyer is in a hurry. Makes quick decisions and rarely
reads anything. He skims. In most cases he'll read only
headlines, subheads and photo captions.
The analytical buyer, however, is slow to make
decisions,
requires a lot of information to do so and will read lots of
material.
Two different people requiring two different readership paths.
POWERFUL EMAIL COPYWRITING
Most people make the mistake of creating an email or marketing
letter with only one readership path aimed at the people most like
them.
By using a double readership path you greatly increase the appeal of
your message.
Attracting Two Types of Readers to Your Email
Appealing to Reader #1 requires you to sell your proposition
purely through the headlines, subheads, photo captions and major
boldface sentences in your copy.
To
get the attention of Reader #2 you need to follow the same order as
#1 but you must list the details in between the guide posts.
Effective copywriting for the Web or Email is similar to good
journalistic writing in three ways:
1. It is clear and to the point.
2. It tells you what you need to know up front and,
3. It is easy to read.
Above all, it is direct-marketing copy.
The goal of any web page or Email marketing piece is to get the
reader to DO something; to move on to the next step in a purchase
sequence or to click for more information about a product or
service.
You have one chance in an Email to make a great first impression and
to quickly convey the benefits of reading the entire Email, then
taking action. First impressions in Web-time are measured in
milliseconds.
The HEADLINE is critical. People read an Email differently
than they do a brochure or a newspaper. They scan, scroll, click,
hit the back button, hit the forward button, so the headline must
catch their attention within five seconds.
To get their attention:
l Use a powerful headline and first sentence
l Don't use a three-syllable word when a one or two-syllable word will do
l Avoid Internet or technology jargon that the average Web site user may not know
l Eliminate unnecessary words, using short and simple words, short sentences.
l
Use call-to-action language
l As often as possible, replace the words “I,” “me,” “we,” and “us”
with the words “you”
and “your.”
RELEVANCY BEATS FREQUENCY
From ExactTarget.com
Email is unique. Unlike other traditional mediums, Email - when used
properly - is primarily about permission. And when the
agreement between a customer or prospect and an organization is
present, value and relevancy outweigh all other elements.
Including frequency.
Organizations that send their subscribers dozens of irrelevant
messages in an attempt to "keep in front of them," are missing the
big picture. Regardless of whether a subscriber is expecting
special discounts, information or advice, the point is that they
are expecting something of VALUE to them.
Given the choice of a daily communication promoting products and
services of little relevance to a subscriber's needs and
preferences, or a weekly, highly targeted newsletter including
content related to a subscriber's personal profile, which will they
most choose? Which would you choose?
Ann Barr is a consultant and sales trainer who presents Sales
seminars in the
U.S.
and Canada. To contact Ann, e-mail to:
annbarr3@cox.net
Or
visit her web site
www.sellingsupplies.com
Ann Barr is a consultant and sales trainer who has written eight books on sales and marketing available on her web site www.sellingsupplies.com
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