Secret #4: Think Like a Customer Do's & Don'ts
Do: Get to the point.
Don't: Play guessing games.
Don't make recipients
of your email campaign figure it out for themselves. Internet users
are busy people who receive hundreds of email messages every day. They
barely have time to click on your email to open it, much less
waste valuable time figuring out what you're message is all about.
Capture attention right from the start with the subject line of your
email. Personalization is very powerful but use it in the body of
the email and not the subject line. Many anti-spam applications will
trash email that has a personalized subject line. If you can't
come up with a short, meaningful subject line that sums up your
pitch, and doesn't reek of spam — hit the Delete key and
start over. Or, call Dr.
Email to write it correctly for you in the first place.
Do: Give people an incentive to buy.
Don't: Restate your everyday low prices.
Internet users tend to be buyers with short
attention spans. If you want to inspire them to action, you need to
give them a compelling reason to purchase your product or service
today. Remember the 40-40-20 Rule: Offer is 40% of the success of
your entire campaign. Discounts, instant rebate, free samples, free shipping, free
gifts, a big bonus with purchase and limited-time offers are all
powerful incentives to get people to respond. Remember: an emailing
that generates 1000 inquiries for additional information is
ultimately going to be far more successful than a mailing that
produces one or two quick sales.
Do: Include a "call to action".
Don't: Leave recipients wondering what to do
Connect the dots for people. No one is a mind
reader. Never assume the obvious. It's not enough to tell recipients to visit your
home page or grab a free download. You need to tell them exactly
what you want them to do. Don't send someone to your home page with
lots of other distracting information on it. Send them to a sales
page or micro-site that is specifically focused on fulfilling the
visitor's quest for more information and takes the next step in the
sales conversation. Some people are actually confused about
the free download process. Others just don't have the time or desire
to search through your home page to find what they are seeking based
on your email offer. Should they sign up for a free trial offer?
Should they purchase your product today? If you don't ask recipients
to do something in particular, they may check out your home page,
then surf away. And, be sure to place multiple links
in the body of the email. More links means more respondents. While
most people click through within the first five links, you can
capture 20-35% more respondents with long copy and more links deeper
in the message. It's an art as well as science to do this correctly.
Do: Expect recipients to ask you questions.
Don't: Expect to close the sale first try.
While generating immediate sales from your emailing
is always great, keep in mind that many prospects are going to want
more information before they decide to buy. Studies have shown that
the average sale is made only after seven attempts to convince the
prospect to buy. So, don't give up on the first try. This is
especially true with any type of financial services offer. Be sure
to have the website, email CRM campaign and customer care staff in
place to respond to these inquiries immediately or prepare to see
your valuable leads disappear. Instant Offers are
specifically designed to maintain the sales conversation when
prospects do not buy on their first visit.