We assume you already know your audience, so we’ll skip that. But do you know your competition? This important step is often overlooked in email marketing. It should be mandatory.
What is your competition offering and how are they presenting it? Can you beat their price? Do you offer better service? Free home delivery? Use any advantage you have, and we’ll implement it in your email campaign.
This is where the rubber meets the road. Take your research and turn it into a “hook.” A hook is just like it sounds, a way to bait the customer with an irresistible offer and reel them in. We’re surprised you never hear about hooks in all these “How To’s” because advertising hooks are the staple of retail advertising. Maybe that’s why conversion rates on email campaigns are so low.
Here are some examples of a hook: If you’re a health club, give them a free one-day pass. If you’re a bakery, give them a free flaky pastry like a danish or strudel on Flaky Friday. If your competitor is leasing a new Honda Civic for $150 a month, you lease it for $5 a day.
Now it’s time to rewrite your email. Start an outline. Experiment with some personalization and interactive emails. Optimize it across platforms – like social media or direct mail if it’s in the budget. And make sure you have a CTA (call to action.) Here are some current trends:
Take your outline and make your first email draft. Test it – big ad agencies use focus groups – you can test it on your friends, coworkers, or spouse. Then refine it with their input.
Now you need a knock-out subject line. This single line of text determines if your email gets opened or not, so it better be good. Here are some examples:
Next, you need content. This is where a lot of emails fall flat. Your lead-in sentence needs to be as compelling as your subject line. This sentence will segue into your offer or hook. Then get right to the point. Keep it simple. Keep it short. Your email should be between 25 to 100 words. A shorter email always has a higher response rate.
Make it friendly and conversational. If you need to put in information to back-up your claim or offer, use a list, or bullet points to make it easier for the reader. Add an interaction feature if you can. Then wrap it up with a CTA (call-to-action.)
Proof and spellcheck your email to make sure there are no typos. Then test it again on your co-workers, friends, or spouse. Finally, you need a killer email list. Try these guys out: theemaillistcompany.com And now you’re ready to rock and roll!
We almost forgot – the best time to send out your email is 10 am to 11 am Monday through Wednesday. Friday is a good day, too.
If you follow these simple steps, we promise you will have a better business email.