|
|
|
Email Campaign
Blunders to Avoid
By Kendall
SummerHawk
You've
spent weeks pouring your heart and soul into creating your new
information product, new program or new coaching group. You're
excited to get it out to the world and all that's left to do
is send out your email announcement.
But if you send
the typical, "Announcing my new...whatever" email you'll
likely be disappointed with the results.
The reason my
email campaigns get such great response (typically resulting
in sales that add up to tens of thousands of dollars) is
because I've learned that the only way to get someone's
attention is to be compelling, emotional, authentic and
personal.
Email isn't just bits and bytes. It's a
relationship that is being created, cultivated and deepened
with every message. Once you learn how to make your email
campaign messages personal and fun to read you'll find more
people want to open your emails, resulting in more sales and
more connection with you.
So here are four email
campaign blunders that you can easily avoid. Follow my advice
on each one and your next email promotion will be authentic,
powerful and will succeed at its job, which is to connect your
readers to their longing for your products or services, then
inspire them to click through to your sales letter page and
purchase.
Email Marketing Blunder #1 Subject
Lines That Are As Dated As Skinny Ties And Leg
Warmers
Your subject line must get your reader
to open the email. To accomplish this, I recommend being
"proactive" in your writing.
For example: "Dave, have
you seen this yet?" or "Sue, I can't believe I did this
again!"
Yes, these subject lines are slightly hokey but
they ask a question that the reader can't help but want to
find out the answer to.
If you're marketing to a more
conservative audience you can try subject lines that play on a
sense of competitiveness, such as:
"Nora, did this
sneak by you?" or "Julie, if your competitors knew this, they
would crow!"
Email Marketing Blunder #2 Boring
Messages That "Announce" Your New Product Or
Program
I know this may sound harsh but
honestly, most folks just don't care. What they DO care about
is how well you know what's in their hearts and
minds.
For example, one of my Platinum Plus clients,
Helen Graves (www.HelenGraves.com), recently
crafted an email offer that started with a eye-catching
subject line of "What do you and Tony Robbins have in
common?". Then, in the body of the email, Helen
wrote:
"Ever feel
just a teensy bit jealous of the "big names" likeMichael
Port, Tony Robbins and
Jack Canfield, who get to rake in the bucks with all those
passive streams of income?"
Who wouldn't
keep reading after seeing an opening line like that?! It also
uses my favorite technique which is to start with a
question.
Email Marketing Blunder #3 Telling
People To Buy What You Are Selling
The role of
your email is to get your reader to click through to your
sales letter page where the "heavy lifting" can take place. In
your email, stick to telling a story that creates an emotional
connection to YOU and the results you deliver.
I often
include a sentence or two about something personal happening
in my life. Then I tie that topic into the offer I'm giving.
For example, in the emails I'm sending out about my
"7 Mo-ney Mindset
and Pricing Strategy Secrets" teleseminar series,
I'm talking about my new custom home that's almost complete.
The tie in? How building this new home completely shifted my
mindset around mo-ney and deservability, and how that helped
me break through the 7 figure mark this
year.
Email Marketing Blunder #4 Leaving Your
Heart Out Of The Message
Email campaigns that
succeed are miniature pieces of emotional art.
They
must be written with your passion fully engaged as you type
out the words.
If you don't "feel the love" for your
reader and for your product/service as you draft your emails,
then neither will anyone else.
When I write my
promotional emails, I'm feeling an urgency that is palpable. I
am dearly, deeply and utterly passionate about my reader
getting what she wants and I let those emotions guide what I
write.
You must speak to their heart and not be afraid
of going to an extreme with the comparisons you sketch out
upon the page. It's as if every sentence has an underlying
sub-text that says, "I care about you; I understand who you
are, what drives you and what you want; follow my lead and
I'll show you the way."
Putting your heart into your
email message isn't about telling them how happy you are to
announce your newfangled whatchamacallit; it's about
connecting deeply with the soul of your reader and being
willing to put what you see as possible for them into words
that sell.
Would you like to
learn more simple ways entrepreneurs can brand, package and
price their services to quickly move away from
'dollars-for-hours work' and create more money, time, and
freedom in their businesses? Check out my web site, http://www.KendallSummerHawk.com
, for free articles, free resources
and to sign up for my free audio mini-seminar "7 Simple Steps
to Create Your Multiple Streams of In-come "Money and Soul"
Business. | |
|
