Opt-in Email - A Few Tips
1) The Subject Heading. 90% of your success is tied to your Subject Heading. Remember that the very first thing your potential customer sees is this Subject Heading. It can't be stressed enough how important this first impression is to your success. Most people only read the subject line of their email to make a decision whether or not to delete it.
You need to spend some time honing a catchy Subject line for your email ad. It may take several attempts before you find the heading that works for you and your business. We recommend trying different subject headings to see which one works best for you.
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Here is an example. Suppose you sell vitamins. Don't just enter a subject line like:
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VITAMINS FOR SALE
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Think of something catchy. Ask yourself questions like this:
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What specifically does my product do for people?
What do people want from Vitamins?
What does my product have that is unique above all other Vitamins?
What are people always saying about the Vitamins I sell?
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Then, after you research these questions develop a catchy subject line. Like this:
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DOUBLE YOUR ENERGY LEVEL IN 2 WEEKS!
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Now, let's take things just a little bit further. There is one other marketing technique that has been proven over and over again to create a FLOOD of responses to your offer. That is to offer your potential customer something for FREE.
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People love something for Free. And, be sure to put it in your subject line. This will increase your response 10 fold! Try something like this:
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Free 1 Month Supply, Double Your Energy Level
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The word FREE in your subject line will get people to read your email ad and provide your with a steady stream of new customers!
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So, don't just send an offer, send an enticement. Give your customers what they want and they will be your customers for life! The best money you will ever make is from repeat business. Big corporations know this. That is why they give FREE samples. They know that once a person tries the product, if they like it they will buy it over and over again!
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This bar is 66 characters long. If possible, keep your heading 66 or less... many browser windows don't show the rest byond this. Don't Use ALL CAPITALS. Especially the word FREE. (Many filters will see this and dump your mail.)
2) Understand the "Flow". Your ad campaign "flows" a certain way each time.
First, remember that the first thing your potential customer sees from you is the "subject heading". Second, he/she will open and read your email, Text or HTML. Third, after he/she reads your e-mail, you now have several options to have these folks contact you:A) You can give Mr. Smith an e-mail address. Either yours, or one that goes to an "auto responder". (An "auto responder" sends Mr. Smith your sales message automatically!!)
B) You can simply have an 800 Voice Mail for him to call... we suggest an "Unlimited 800 # Voice Mail". When prospects call, they can be given a few details; given a website to visit; asked to leave a message so you can call them back; etc....
D) You can give Mr. Smith a "Fax-On-Demand" (FOD) number to call. (2-4 pages is best)
E) You can give them a web site address to visit.Any combination of these methods works. You just need to be on top of things!
We Like This "Flow"...
1) Mr. Smith reads Subject Heading...
2) then opens the mail to see our brief 2-4 paragraph message, and
A) a "for more info., Click Here" button that sends him to an e-mail address with an auto responder that sends a strong, well written sales letter to them automatically (which includes your website), AND allows you to capture their email address.
B) Also, a Toll Free Voice Mail, with a brief synapsis of what your are offering (30-40 seconds), and give them a website address, then ask them to leave their Phone Number so you can call them back.
C) Also, he can now be removed from all future mailings by clicking on the "remove" e-mail address...(If you don't have a website, simply give him your 800 VM#, F.O.D., or e-mail address (with autoresponder) in your sales message.)
Unlimited 800 # Voice Mail. Is a great way to field callers. You can sift through and find those people who want to talk with you. These are always good, just in case your email address, website, or autoresponder experience difficulties. But you have to remember... Forget about all the bored, mean people calling to bitch you out for sending them an e-mail which they could easily erase in 1 second! Focus on the people who DO want to talk to you!
"Auto Responders" & "POP" Servers. P.O.P. Servers are like electronic post offices, where you have an account set up to handle large amounts of incoming email. POP servers also contain Auto Responders. An auto responder is like an "e-mail robot"... sending people your sales message automatically! These handy little tools make it easy for your potential customers to get the information you want them to have... without lifting a finger!
3) Your Ad - Sales Tips
Short Is Better. Unlike other kinds of sales writing where long copy outsells short copy, the standard for email is different. Think about the way you sort through email, especially when you have a backlog of messages. Online, time is often too short. Respond to this new business medium. Keep it simple. Include lots of white space in your messages. Make it easy to scan and to read.
- Keep your sentences and paragraphs short.
- Deliver Your Most Important Information First - key benefits and sales points must be communicated in the first screen people read.
- Fixed width font 10 or 12 most.
- Limit yourself to 65 characters or less per line. (If you must "hard return")
- Don't Use ALL CAPITALS.
- Write like you talk. Use contraction's and plain, straight-to-the-point words.
- Personalize. Use the word "you" if you can't mail merge contact names.
- Use headlines and sub-headings within your email message. Many will scan email to see releveant information these headings before reading the email.
- Eliminate all excess wording. A strong email flows, while at the same time presents all important information (only).
- Use ASCII Text Only - NO pictures or graphics. (Only hyperlinks to your email & website)
- Offer something free! (Vaction Certificates, Extra Product, Information, etc...)
- Create a deadline! Make them Call Today to receive their Free Bonuses.
- Make the Contact Info/Number(s) Predominant and easy to find.
- Use A Testimonial. A good testimonial is priceless.
- Capture Addresses - If you can, start a "follow-up" mailing list.
Keep Testing
Gauge your response by testing one element of your email at a time. Start with the subject line. Test headlines, body copy, layout, and the PS. at the end. Successful marketing copy is always tested, one element at a time.
Back to Email Page Hopefully, these little tips will help make your opt-in email campaign a real profitable venture! Contact us with any questions!
