Don’l Leave The What and Why Out

Here’s an article to study: Tell Customers What They Are Missing.

Strictly speaking, the article talks about selling a product and explaining the benefits of that product, but I see at least two instances where being specific leads to better email marketing:

• Filtering More Visitors Into Your Email Campaigns
• Getting Subscribers to Read Your Messages

“Why Should I Give You My Email Address?”

Give visitors a reason to become subscribers.

That’s what your subscribers are asking. And something vague like “see what you’re missing” won’t cut it — tell them what they’re missing!

Most of us feel like we get enough email as it is. So we’re protective of our inboxes. We want to know “what’s in it for me?” before giving you our email address. If you don’t tell us, why would we subscribe? Curiosity may suffice for some people, but most will bypass your form, blissfully unaware of what they’re losing out on.

“Why Should I Read Your Email?”

Tell Readers Why Your Email Is Worth Their Time.

You have to realize that people are bluntly lookking at your message and comparing it to many, many others. They are very quick to judge if they want yours or not, and this happens from reading your reason why they should subscribe.

A great many subscribers will look at the top part of their email in their email preview pane. If what they see is enticing and speaks directly to them they’ll keep going, if not BANG it’s deleted and quite possibly they will unsubscribe.

You see if your message doesn’t SLAP them in the head straight up, it’s going to be deleted unread and your chance missed forever!

Here’s 2 ways to overcome this: Here two ways you might overcome this:

• Put an “In This Issue” or Table of Contents section near the beginning of your emails
• Write a brief introductory sentence (could be as simple as “Hi, today you’ll learn about _____”) before jumping into the meat of your message.

This whole subject is far too in-depth to go into in one post on this blog, however, I can’t emphasize enough you need really good tracking and split tests of your forms, offers and emails so you know what works, what is opened and read, otherwise you’re not going to be able to improve your position, this is critically important.

If you have other ideas and suggestions feel free to reply below…